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New Oxo ad reveals red meat shift

Mince now takes centre stage, replacing the traditional roast


Alex   Black

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Alex   Black
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New Oxo ad reveals red meat shift #sheep365 #beefgb

Shifting consumer attitudes to meals and family dining have been highlighted by the release of a new Oxo advert.


Roast dinners were placed at the heart of the iconic Lynda Bellingham adverts in the 1980s and 1990s, but the new Oxo family marks a shift towards ‘quick, easy and tasty dinners’ and more exotic cuisines which have changed the cuts of meat we eat.


Helen Touchais, brand director of flavourings and seasonings at Premier Foods, which owns Oxo, said the advert ‘focuses on a contemporary family encompassing the chaotic elements of modern life’.


This includes parents sharing domestic duties, children being more vocal about food choices and ‘more adventurous tastes’.

 

Dishes


The new adverts have chosen spaghetti bolognese and Moroccan chicken as their dishes.


Nathan Ward, business unit director at Kantar Worldpanel, said it was the right way to go for the firm.


He said: “There is a general trend for cuisine into the mainstream and it is only going to become more so.”


Mr Ward said families now spent an average of 35 minutes cooking meals and ‘want MasterChef quality at microwave meal levels’, which had led to a decline in people eating a traditional roast.


“Traditional brands are launching new products for these markets. People understand traditional values. This is about getting into growing trends and increasing the base you have.”


Mince has become more popular, which could make it more difficult to ‘add value’ to a meal.


However, Mr Ward said people were willing to pay more for meal solutions, which could present opportunities for the food processing sector.

 


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Carcase weights

 

Farmers are starting to see consumer choices filter back down to farm level as some processors shift the maximum weight of a beef carcase from more than 400kg to 380kg.

 

This was driven by retailers wanting smaller cuts which could be vacuum-sealed in a uniform manner on shelves.

 

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