Danes reach for new varieties of beef
At a time when rising food prices – including the price of beef – are a hot topic of conversation across Danish kitchen tables, Danish Crown can see that consumers are increasingly reaching for alternatives when it comes to classic ground beef.
Thus, sales of packages with a mixture of minced beef and vegetables have now reached 1,000 tons since the product was launched on October 1 last year. This corresponds to more than 2.5 million trays of beef mixed with vegetables having found their way into Danes' shopping baskets.
"Sales have really surprised positively. Normally, consumers are quite conservative when it comes to minced beef, but it seems that Danes have taken the opportunity to choose more green and not least a cheaper alternative," says Henning Sønnichsen, sales director at Danish Crown Beef.
Danish Crown sells KOMBI-Hak to a number of Danish retail chains, both under the Danish Crown name and as a private label solution, and Henning Sønnichsen points out that REMA 1000 has been a central driving force behind the increasing sales.
At REMA 1000, category manager Jonas Garly Sørensen explains that the discount chain has moved approximately a third of its marketing from regular minced beef to beef with vegetables.
"We have believed in the product from the start, and the crucial thing has been that it has a taste and consistency close to regular minced meat, so you can still make your favorite dishes. The combination of good taste, attractive price and marketing has created the success," says Jonas Garly Sørensen.
"It is incredibly positive that we have succeeded in hitting a blend that has a taste that consumers want to buy again. This is the path to stable sales in the long term," says Henning Sønnichsen.
Danish Crown has simultaneously introduced a range of KOMBI-Hak products for commercial kitchens, restaurants and canteens, where sales are also developing positively.
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