Gourmet meat snacking brand, The Mad Butcher, is gearing up for its largest period of growth, as a summer of sport paves the way for premium snacking occasions.
Currently listed in wholesalers including Wellocks and Nibblers, The Mad Butcher has also recently become the first premium meat snacking product in grocery, securing a new retail listing with Ocado.
The Mad Butcher’s premium, traditionally produced salami stick products are smoked over beech wood, dried and cured, to give a rich, smoky flavour.
Newby Groves, managing director of Sigma UK & Ireland, believes this additional consumer touchpoint will contribute to a busy summer of growth for The Mad Butcher. He commented: “The Mad Butcher started life as an on-trade brand and is having continued success in these accounts via our wholesale partners. The additional brand exposure that our Ocado listing will bring will complement our wholesale offering and amplify our growth even further. Our grocery listing going live is coinciding with a busy summer of sport, when consumers come together to enjoy social occasions centred around snacking. We’re confident that The Mad Butcher will be a must-have part of those occasions, both at home and in pubs and bars across the UK.
“Our significant consumer validation research has identified that other products in the market do not appeal to a broad audience seeking premium, authentic, traditionally made meat snacks. Our brand celebrates meat lovers and is committed to delivering the best products that deliver for on-the-go snacking and social moments around a charcuterie board.”
The Mad Butcher is also kicking off a summer schedule of activations, including a presence at some of the biggest beer festivals in the UK. The next stop will be Manchester Craft Beer Festival on July 5th and 6th.
The Mad Butcher brand is part of Sigma Alimentos, a global food business and one of the largest producers of charcuterie in Europe. Two SKUs, Classic Salami Snacks and Chilli Salami Snacks are now available with Ocado.
