With Ultra-Thin Deli Select, package is part of the product
A package that’s also a premium is being used by Sara Lee Corp. to introduce a new line of Hillshire Farm brand luncheon meats designed to compete with fast-growing supermarket deli sales.
Packaged luncheon meats are the odd-man-out as deli-counter sales chalk up
6 percent-plus sales gains. Part of the problem is packaging which tends to
compress packaged meats, according to Randy Newbold, senior brand manager. Another
issue is the product itself, which doesn’t deliver as much flavor as thin-sliced
deli meats. Hillshire Farm is addressing those limitations with process changes
in its plants and reusable Glad-Ware containers.