MicVac - A better way to offer chilled ready meals Chilled ready - - PowerPoint PPT Presentation
MicVac - A better way to offer chilled ready meals Chilled ready meals a growing market Western Europe sales of chilled ready meals Ton 1 000 000 800 000 600 000 400 000 200 000 2000 2005 2010 2015 Euromonitor 2011 MicVac
Ton 1 000 000 800 000 600 000 400 000 200 000 2000 2005 2010 2015 Western Europe sales of chilled ready meals
Euromonitor 2011
S&R Foods enters ASDA and Londis
In September S&R Foods started producing a range of meals for a Co-Fresh brand (Aisha’s), which will supply ASDA. S&R Foods will also be present at Londis with their own brand Whistling chef.
Chicken Tikka Masala, 400 g Co-Fresh, UK: Aisha’s brand Background Traditional Indian/UK meal. Target Everyone, singles, couples as well as families. Product Marinated chicken breast pieces in a spicy creamy tomato sauce. Positioning Core range – standard price but better quality, taste and convenience than competitors’
Price £2.00 (Introduction price) Distribution Retail – ASDA Marketing In-store activities etc.
Mid June
Pasteurised the MicVac way = approx. 30 days at +8°C (+46°F).
Vacuumised packaging allows vertical display and transport.
Don’t pierce. Put the tray in the microwave oven. Heat until the valve makes a whistling sound. Ready.
Sealed and cooked in one continuous process.
Filling of product
Film and valve application
Sealed and cooked in one continuous process.
Cooking and Pasteurisation
Sealed and cooked in one continuous process.
Cooling
Sealed and cooked in one continuous process.
120 100 80 60 40 20 20 40 60 80 100 Time (min) MicVac Retort Temp (C)
Vitamin C
18 15 12 9 6 3 1 5 10 15 20 25 30 Time (days)
Vitamin C analysis in potatoes (mg/100g). Products stored at +8°C (+46°F).
MicVac Retort Conv. boiling
Easy & Healthy Tasty & Colourful Rich in Texture Short & gentle production Extended shelf life Transportation & instore display
Customers Projects Level 2 Agents / Partners
Norway Customer: Rieber & Søn Brand: Toro Velbekomme SKU’s: 20 Capacity: 2 X 90kW ”We have chosen the right technology for growth”
2006 2007 2008 2009 2010 2011 (forecast)
Sales of MicVac meals
meals market with MicVac products
Rice Porridge, 900 g Rieber & Søn, Norway: Velbekomme brand Background Traditional Norwegian meal (lunch and dessert). Best seller within the Velbekomme range of chilled ready meals. Target Everyone, singles, couples as well as families. Product Traditional Norwegian rice porridge with vanilla flavour. Pouch with sugar & cinnamon attached inside the sleeve. Positioning High end – higher price but better quality, taste and convenience than competitors’ product, therefore outselling competitors. Price NOK 49.90 Distribution Retail Marketing TV commercials, in-store activities, etc.
Sweden Customer: Lantmännen Gooh Brand: Gooh! SKU’s: 12 (rotating seasonals) Tray size: 400g (black) Capacity: 90 kW
Meatballs, Flextray 400 g, Gooh!, Sweden Background Traditional Swedish meal (both for lunch and dinner). This is the bestseller! Target Large cities. Women 25-60 year. High-Medium income. Product Traditional Swedish meal with meatballs, mashed potatoes and creamy gravy. Pouch with lingon berry jam is available. Positioning “Take away food” from restaurant. Premium quality = higher price. Price SEK 59,90 Distribution Major retail, own flagship store and “Food at
Marketing In-store activities.
Salmon in dill sauce, Flextray 400 g, Gooh!, Sweden Background Modern traditional Swedish meal. Target Large cities. Women 25-60 year. High-Medium income. Product Salmon filet with food grains, lentils, boiled potatoes and creamy dill sauce. Positioning “Take away food” from restaurant. Premium quality = higher price. Price SEK 65,90 Distribution Major retail, own flagship store and “Food at
Marketing In-store activities.
Gooh! Flagship store Stockholm
taste panels, launches)
Easy & Healthy Tasty & Colourful Rich in Texture Short & gentle production Extended shelf life Transportation & instore display