Danish Crown launches new classic burger patty with vegetables
A burger steak must be juicy and have plenty of flavor. That is why Danish Crown has broken new ground in its efforts to create a lower-fat variant in the Burger Boost series, which has been a big hit with Danish consumers. It has been named Mushy Bite and contains 16 % vegetables - including mushrooms - to enhance the taste.
"We set ourselves the goal of creating a product where we can hit a different target group than we do with the previous products in the Boost series. Many consumers attach great importance to health, exercise and a low-fat diet, and we would also like to reach them. With our new variant, we provide an extra boost of protein and at the same time deliver a lower fat percentage, so that the body as a machine gets the right fuel. We put two lines under that with a burger steak that has the keyhole mark on the packaging", says Jacob Snog Ærenlund, who is responsible for innovation and marketing at Danish Crown Beef.
It requires a lot of work to develop a new variant that has a lower fat percentage, high protein content and at the same time meets the other criteria for the keyhole label. Burger Boost Mushy Bite has a fat percentage of 8.4%.
"When we reduce the fat content, we have to use something else that enhances the taste. Mushrooms are really good here because they have umami. We have done a lot of testing to ensure that the product also has a good consistency and does not "flow out" on the pan", says Head of Product Development Pia Mejl Krautwald. She adds that Mushy Bite also excels in that the product contains a root vegetable mixture of carrot, parsnip and broccoli, which in addition to taste also contributes to juiciness.
Burger Boost Mushy Bite is already in the fridge in Lidl stores, and from week three the product is sold in Netto, Føtex and Bilka. For Danish Crown Beef, the objective is clear. Within 12 months, the product must deliver a double-digit million turnover.
"If it is to make sense for both us and the supermarket chains to have an extra variant of Burger Boost in the refrigerated counters, then there needs to be volume. We believe that we can succeed in this, because with this burger patty we can reach a new group of consumers, and therefore we will also market the product in a very targeted way", says Jacob Snog Ærenlund.
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