Lenard’s offers a BBQ Bag for BBQ chicken alternatives

  • October 23, 2012
  • Kate Carey

One of Australia’s leading chicken retailers, Lenard’s, is marketing an innovative range of “Barbie Bags” which Lenard’s say “are the best thing to happen to the BBQ since fire!”

Lenard’s offering includes a range of meals prepared in the strengthened foil Barbie Bags “to transform the traditional way of cooking”.

Inside these Bags are three alternative Barbequed chicken meals: Creamy Mushroom Risotto, Smokey Spanish Paella and Chicken Snags in Onion Gravy.

Lenard’s say the bags allow the meal to be mess-free, and that the bags are able to be heated either on the Bar-B-Q or in the oven.

“The innovative design of the bag allows it to act like a small steam oven to lock in moisture, which delivers a delicious and tender result every time – quick, easy, stress free!”

The “Barbie bags” innovation follows six months of extensive consumer research, which had found that the timely process of creating weekday dinners was “a much tougher task” for Australian families than what it has been in the past.

As a result of the consumer research, Lenard’s is on a mission to refocus its brand and increase its relevance to Australian family cooks to offer products that saved some cooking time (“ shared the cooking workload”) and “made weekday meals fun and exciting again”.

“We have made the customer experience our biggest priority,” said Lenard’s National Marketing Manager, Zoe Jacovou.

“The innovative Barbie Bags provide cooks with three fresh and delicious meal options offering great value and removing the hassle and time constraints of preparing a meal. Added to this is the fact that they eliminate mess – something that you never thought was possible on a BBQ!”

There are nearly 200 Lenard’s stores, employing approximately 2,500 staff throughout Australia. In 2008, Blue Sky Private Equity bought a minority stake in Lenard’s Group Holdings Pty Ltd to help fuel its expansion plans.

Lenard’s also recently formalised an alliance with grocery and liquor wholesaler Metcash Limited to expand Lenard’s concept through the IGA Fresh network. Furthermore, the company has taken a major equity interest in The Butcher, a respected Singaporean retail, wholesale and online meat provider that sees the Lenard’s brand sold in Singapore through Asia’s iconic supermarket operator, Cold Storage.

The Barbie Bags will be available in all Lenard’s stores from Monday 22 October 2012 and will retail from $16.99 – $18.99*per bag.(*Prices may vary store to store).


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