WELLY, a new range of delicious cooked meats is set to shake up the cooked meat market by offering a branded product with quality, traceability and personality. In a sector notorious for own label, WELLY aims to bring loyalty to the category by offering great tasting and affordable British food. Consumers will now be able to purchase all their favourite cooked meats, from one trusted brand.
Launching in Waitrose and through NISA from mid-January, the range will consist of five products, four ham and one cooked chicken, with all the meat sourced from British farmers known and trusted by the brand. The pork comes from one single producer, from a farm that truly cares about its pigs and is constantly looking for ways to actively reduce its environmental impact, something which WELLY is proud to support.
The chicken is sourced from Freedom Foods British Farms, now RSPCA Assured to produce RSPCA Assured Wafer Thin Roast Chicken. WELLY insists that the British chicken it uses comes from Hens that are deemed no longer commercially viable to produce eggs to the highest quality, helping the farmer’s manager their flock and ensuring a high animal welfare policy.
Many cooked meat brands have fallen short of the mark when it comes to offering an affordable, yet good quality product. Often the traceability of the product is an issue or they are distinctly lacking in taste. WELLY is launching to offer consumers choice in the market, available to everyone who cares about where their food comes from and want tasty, quality British products.
Welly is owned by Cranswick, which was started by a group of farmers in the 1970’s and has grown to become one of the largest food producers in the UK. Being owned by such a strong British company, with farming at its roots, it understands the sector from both a retailer and a consumer perspective and with sustainability and quality at the heart of all WELLY products, it is only a matter of time before WELLY becomes a household name.
Richard Morris, marketing controller at WELLY, said: “At WELLY we really believe quality comes first, we are proud of the products we make, but we also believe great tasting British food should not cost the earth. We are delighted to be able to offer consumers a quality product with clear traceability, we work closely with our farmers to ensure the highest level of animal welfare and look at ways the farms can increase their future sustainability. In a staid market we hope to offer consumers loyalty by offering fun and affordable great tasting British cooked meats.”
The full range will be available in Waitrose and through NISA from mid-January with an RRP of £1.19 – £3.00
The range consists of:
Honey Roast Ham, 115g, 9 slices, RRP £1.19
Cooked Ham, 115g, 9 slices, RRP £1.19
Wafer Thin Honey Roast Ham, 300g, RRP £2.00
Wafer Thin Roast Chicken, 300g, RRP £2.00
Lean Breaded Ham, 300g, 13 slices, RRP £3.00