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New cooked chicken products from Western Brand for Ready to Eat market

Top poultry processor Western Brand is to launch a range of cooked ‘ready to eat’ chicken products at next month’s Food and Drink Expo at NEC in Birmingham.

The ‘ready to eat’ foods being introduced by the company, a longstanding supplier of primary chicken products, are cooked chicken slices, chicken chunks and coated chicken in various retail pack sizes. Western Brand has Red Tractor, Bord Bia and BRC Grade “A” quality accreditations. They already supply existing fresh chicken products to leading retailers in the UK and Republic of Ireland. The new lines are being pitched at major multiples, foodservice operators, delis and sandwich businesses especially in Great Britain. Sean Maxwell, Western Brand’s Financial Controller, commenting on the new products, says: “The new cooked range is a response to demands from both existing and potential customers, particularly in Great Britain, for us to extend our range to include products for the convenience marketplace, which is continuing to show strong growth.

“The development of the new range is a further example of our strategic focus of adding value for customers to our primary chicken products.

“We have a strong position in both Northern Ireland and the Republic as a supplier of quality primary chicken products and are keen to expand existing business in Britain, where we currently supply several symbol groups.

“Our market research and subsequent discussions particularly with targeted retailers encouraged us to undertake a substantial investment in a new high-tech cooking line for the new range,” he adds.

Based at Lisnaskea in County Fermanagh, near Northern Ireland’s picturesque lakelands and in a region with a strong farming heritage, the company sources extensively from its own network of poultry processors in Ireland, UK and Europe. Western Brand currently employs 120 people at Lisnaskea where they produce an extensive range of cooked chicken products which includes premium traditional chicken kiev, southern style chicken portions and value lines such as nuggets, burgers and chicken poppets.

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