Officials at Carolina Turkey say their new line of all-natural deli meats and cheeses will help redefine and re-energize these categories for grocery retailers.
“Consumers are very interested in all-natural products because they are concerned about the integrity of the product and how they were processed,” says Anthony Rao, vice president of marketing and product management for the Mr. Olive, N.C.-based company. “As consumer demand for all-natural products increases, retailers can reverse the decline they are seeing in the deli meats category. We like to think that we are leading the industry with these products.”
Carolina Turkey will roll out a line of six cheeses (mild cheddar, monterey jack, mozzarella, muenster, provolone and swiss) this summer. The line is made with no artificial ingredients or artificial flavorings and contains no trans fat. In the last year, the company has introduced seven SKUs of its turkey deli meat, including summer herb and garlic, and orange blossom honey. It introduced two SKUs of ham and two SKUs of roast beef in February.
Rao says the company is supporting products with a range of in-store point-of-sale material, including a three-dimensional counter, ceiling banners, case acetates and in-store demonstration. It is also offering deli personnel wearables and price wheels that prominently display the retail price of the item. “I think retailers will see that we are strongly supporting these items and that we really believe that they will make a difference,” he says.
Article from Grocery Headquarters
