32|Retail News|May 2021|www.retailnews.ie
Moy Park
NPD fuelling demand for Moy Park bought products which would not only allow them to cook from scratch but, in many cases, would allow them to batch cook. Therefore, our brand focus in 2021 has been all about proactively responding to these changing consumer eating and shopping habits, with the kitchen as the new hub for many households, multitasking mums and dads, and even first-time cooks, moving almost overnight from ready meals to a whole new culinary world. “We have also continued to further develop our commercial capabilities through areas such as innovative food development, consumer insight and effective customer and category marketing. The Moy Park brand remains very much focused on value, convenience, and of course, taste; product integrity is extremely important as is our commitment to quality and excellence in the creation of new ranges.”
Suzie Edwards, Director of Marketing and Insight at Moy Park.
Suzie Edwards, Director of Marketing and Insight at Moy Park, explains what retailers and consumers can expect from the Moy Park brand in 2021, with a host of new products guaranteed to capture consumer interest and help to grow the poultry category. THE poultry category has continued to grow in recent years, and 2020 was actually a good year for poultry sales, as more and more consumers across the country cooked from scratch, with poultry, and chicken in particular, proving an extremely popular and versatile choice. Moy Park’s Director of Marketing and Insight, Suzie Edwards, explains the continued growth of the category in Ireland, why Moy Park remains one of the leading brands in the market, and reveals just what this progressive brand has up its sleeve for the rest of 2021. How has 2021 been for the Moy Park brand so far? “This year, our focus remains on delivering high quality, great value products to our customers and consumers. 2020 saw ongoing strong growth for the poultry category, continuing the trend of year-on-year increases we have seen over the past number of years. “Lockdown has also driven a big change in consumer habits, and one of the things our market insights have revealed is a sharp rise in scratch cooking. There was a marked increase in sales across all meat and poultry, as consumers
BBQ Mango Lime & Coconut Mini Fillets, part of the new BBQ range from Moy Park.
What is Moy Park’s marketing strategy for the brand this year? “In 2021, the focus of our strategy is to continue to build brand awareness and increase product visibility through a sustained marketing campaign, which aims to celebrate the ‘everyday yay’ and help bring back some normality to everyday living. “During the summer months, we will embark on our community Chicken Run initiative, which rolled out successfully in Northern Ireland and the East Midlands last year. At Moy Park, we recognise our role in contributing to the wellbeing of those in the local areas in which we operate, and through our Chicken Run initiative, it was our hope that each food box would help a household and remind us all how kind and neighbourly we are in local communities. “We are very excited to be expanding our campaign this time around, so watch this space!” New product development is a key driver of market growth. How important is NPD to Moy Park? “As a market leading brand, we recognise the importance of developing new products in line with consumer trends. At
