'Gold'n Plump All Natural' frozen chicken at retail
Oct. 17, 2011
by Meat&Poultry Staff
ST. CLOUD, Minn. — GNP Company, formerly known as Gold’n Plump Poultry, has launched its new Gold’n Plump All Natural brand frozen chicken product line. The new premium frozen chicken is packaged in a box, giving retail customers an attractive freezer display and added convenience for consumers, the company said.
The line includes hand-trimmed boneless skinless chicken thighs (4-pack); chicken breast fillets (4- and 8-packs); and Premium 90/10 ground chicken chubs (2-pack). The suggested retail prices for the new line range from $4.99 to $14.99.
“We see this as a ‘win/win’ for both our customers and consumers,” said Tracy Miller, director of new product development for GNP Company.
The offerings simplify merchandising and inventory management for customers, because all packages are fixed-weight, scannable, and have use-by dates, Miller said. “All carton products also use the same shipper, which should streamline stocking and storage for our customers,” she added.
Miller said industry research has shown that more than half of consumers say they purchase meat in bulk and freeze for future use, and that meal-sized portion packaging was a purchase driver for 30 percent of shoppers. That research was important in driving packaging design for this line, she added.
Cartons contain individually, vacuum-packed servings, so consumers can use only what they need as well as minimize freezer burn. The pouch packaging reduces the need to touch chicken while opening, and gets rid of soaker pads, foam trays and sticky overwrap, the company said.
“In addition to the convenience and ‘no touch’ features, consumers also will like the fact that the carton is easily recycled,” Miller said.
Each package features four-color photography, providing serving suggestions and contains a recipe, which is “not always possible on fresh tray packs, due to limited space, she added.
The company plans to provide continued marketing support to add consumer awareness and encourage trial. All SKU’s are currently available for distribution, nationwide.