Pulled pork sales increase following AHDB Pork campaign

Pulled pork sales increase following AHDB Pork campaign

The first phase of the recent AHDB Pulled Pork campaign has driven an additional £7.8 million to total fresh pork sales according to figures released from Kantar Worldpanel.

The first stage of AHDB's pulled pork campaign has proven to be a success.

The first stage of AHDB’s pulled pork campaign has proven to be a success.

AHDB Pork says the campaign, which ran for a six week period from 27th April to 7th June, has stimulated growth for the pork shoulder joint as well as having a wider impact on the whole fresh pork category.

Kantar Worldpanel figures suggest that the marketing activity helped boost overall pork sales and added around £1.8 million to sales of fresh pork shoulder and added value pulled pork products. Volume sales of pork shoulder were shown to be up 19.2%  compared to the same six week period in 2014, whilst value sales increased by 21.4%.

Kirsty Walker, head of marketing at AHDB Pork, said: “It’s clear from the results that the first phase of the campaign has driven an increase in pork shoulder sales by encouraging 206,000 more households to buy shoulder during the campaign period.  This delivers on the overall objective for this first phase of starting to rejuvenate the image of pork by getting more people to try it.”

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