UNEARTHED LAUNCHES NEW CHILLED DIP AND MEAT RANGE

December 1st, 2011

Tapping into the dips and meat snacking categories, unearthed will be launching 14 new products into the chiller cabinet this Christmas.

The new ranges includes a new dips range, a variety of snacking pot solutions and three new continental meats

The new line up aims to drive continued innovation within both the dips and continental meats categories, further challenging the growing emergence of own label products within these sectors.

Simon Day, Brand Manager at unearthed said:

“As a challenger brand we can afford to be brave with the introduction of new ingredients and formats and our shoppers expect us to bring them something that is truly innovative.

“As keen explorers, we felt that we were in the perfect position to do this by bringing some very exciting, distinctive flavours to market.”

The new unearthed dips range will include three variants – unearthed Pomegranate Houmous with Green Harissa, unearthed Yoghurt and Green Harissa and unearthed Broad Bean Houmous.

The range introduces flavours such as green harissa and pomegranate mollases to the mainstream

Unique to the dips category, the new range will introduce flavours such as green harissa and pomegranate mollases to mainstream consumer’s options.

In contrast, the three new snacking pots of unearthed Chorizo, unearthed Fuet Spanish Salami and unearthed Saucisson Sec, aim to tap into the fast growth of the continental meats category, which currently has a value growth of 13.5%.

Traditionally seen as an expensive category by consumers, the continental meats sector has seen strong growth during the course of the past 12 months due in part to a growing realisation that meats such as prosciutto and chorizo provide value for money.

The dry curing process means that these products have a longer shelf life, so there is less risk for food wastage.

unearthed has continued to capitalise on this trend with the launch of three new meats to its existing charcuterie range – Bavarian Frankfurters, Spanish Pancetta and Wild Boar Salami, as well as the addition of three new meat platters – Umbrian Cured Meat Platter, Tuscan Cured Meat Platter and a Mediterranean Platter which contains olives, semi curado cheese and mini chorizo.

All of the new product lines will be available exclusively from Waitrose and will be supported with in-store promotions and sampling programmes.