Crantock Bakery is aiming to fill a gap in the market for frozen savouries that are baked-off at home by consumers as it launches its first branded range.
Following market research into the £1bn pie and savoury snacks market, the Cornish firm identified opportunities in the premium chilled and frozen sector, and has launched Crantock’s Finest Frozen range, for meals at home, and a Finest Chilled range for eating on-the-go. "There are currently no frozen pasties or pork pies available, nor is there a premium large-size sausage roll in the freezer cabinet," according to Crantock’s research report.
Cornish pasties now account for 9.1% of the pie and savoury snacks market in value terms, with value up 10.1% growing ahead of volume up 2.3% according to recent Nielsen data (52 weeks to 20 March 2010). "Until now, branded products have been driving the value in frozen, while own label is driving volume. We believe Crantock’s bake-at-home range will do both: increase volume and enhance value." The launches form part of the bakery’s aim to create a £30m brand over the next five years.
National accounts controller Ross Beatie told British Baker the firm will target the range at the major grocery retailers, including Budgens, Spar and Londis.
Both ranges feature tradi-tional handmade Cornish pasties, handmade Davidstow cheddar and onion pasties, handraised pork pies and jumbo sausage rolls.
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