Steggles brand expands beyond poultry

Posted by Daniel Palmer on 16th March 2009

Bartter Enterprises has launched a new range of products that extends their Steggles brand beyond the domain of poultry products.

The company considers the expansion of the range to be a key step in broadening the business and comes after a bid for the company by Baiada failed to get ACCC clearance last month.

In the wake of the downturn, market researcher IRI has discovered many manufacturers are cutting back on new products to the detriment of their future success, while consumers are being drawn to familiar brands. The company recommended manufacturers embark on an enhanced brand extension strategy to capitalise on the awareness of their brands as consumer desire to experiment on anything beyond private label wanes.

Steggles is working closely with Woolworths on the launch, with the products available for the first time this week at the nation’s largest supermarket chain and supported by in-store promotions and advertising in the Woolworths Fresh magazine.

The new range from Australia’s second largest chicken producer incorporates small finger-food products, including two beef lines and one pork option.