SOUDERTON, PA. — Godshall’s Quality Meats, a leading processor of whole-muscle turkey and beef bacon in the United States, has introduced a new logo and packaging.
The upgrade accentuates Godshall’s product claims, such as real wood smoked, no added hormones or MSG and less fat than traditional pork bacon, the company said.
“We conducted extensive research to learn what product claims were most compelling to turkey bacon consumers and placed these desired attributes front and center on our new packaging and in our brand messaging,” said Ron Godshall, president. “We also highlighted product features such as using whole turkey thighs and real wood smoke that differentiate us from other brands that utilize liquid smoke and mechanically separated turkey.”
Consumer research commissioned by the company found that shoppers 45 years of age or under were more likely to purchase turkey bacon weekly or two to three times a month, compared to those over 45, who were more likely to purchase it monthly or four to six times a year.
“The research also told us that a large percentage of turkey bacon consumers were open to trying beef bacon. This revelation led us to develop our new Angus Steak Uncured Beef Bacon, which has been a spectacular success since its January launch,” said Francis Yupangco, Godshall’s executive director of marketing.
To keep up with consumer demand, Godshall’s is investing $74 million dollars to expand its Lebanon, Pa., plant, which will double the size of the facility.
The first phase of the expansion began in November 2021 and will add 68,000 square feet to the plant, with an expected completion in the second quarter of 2023. The second phase was recently approved to add an additional 37,000 square feet and is scheduled for completion a year later.