Spotlight on Innovation: New Own Brand Ranges Driving Success
We are thrilled to share the exciting performance and strategic thinking behind two of our newest ranges: the Redeveloped Crumbed Chicken line and the launch of the Woolworths Beef Sharing Steaks. These products are central to meeting changing customer needs and delivering exceptional quality and value.
Crumbed Chicken: Driven by Quality and Customer Favourites
The recent redevelopment of our Crumbed Chicken range was a significant investment, centred on delivering an improved, high-quality, and convenient experience for our customers.
The Redesigned Line-up
After 18 months of development, our own brand team collaborated with six suppliers and taste-tested over 200 samples to enhance 23 product lines. This effort resulted in an exciting new range, offering customers pub-quality dinners or quick midweek meals at home. The successful launch featured several key products.
18
months of development
6
suppliers
collaborated with
200
samples taste-tested
23
product lines enhanced
Woolworths Pub Style Chicken Breast Schnitzel
Features a whole chicken breast fillet coated in a coarse crumb for a satisfying crunch, offering the comforting familiarity of a classic pub favourite.
Woolworths Ham and Cheese Kyivs 700g
Offers a rich and flavourful filling of creamy cheese and ham, encased in a crispy, golden crumb.
Woolworths Southern Fried Chicken Thigh Fillet Burgers
Uses a tender chicken thigh fillet to ensure a moist and flavourful burger. The crumb features our signature blend of spices, along with a southern style crumb and buttermilk marinade.
WW Roasted Garlic Chicken Tenderloins 400g
A versatile meal option with a well-balanced roasted garlic taste and classic herb seasoning.
Sales/Marketing Campaign Success Metrics
The campaign, which ran from 16 July to 12 August, focused on highlighting the quality and taste of the range. The results have been outstanding:
- The campaign helped the Crumbed Chicken Category bring incremental sales throughout July and August.
- This performance resulted in almost 9% growth compared to the previous year.
- The Woolworths Pub Style Chicken Breast Schnitzel was a key success factor, driving a ~30% sales uplift from the pre-campaign period, peaking with over 50% increase in sales in week 4.
- The Woolworths Chicken Schnitzel 600g was the leading sku for attracting new customers, with 26% of all new crumbed poultry shoppers purchasing this product during the campaign period
Sharing Steaks
Celebrating Entertaining
We’re thrilled to introduce our new line of Woolworths Beef Sharing Steaks, which hit stores on September 22nd! Just in time for summer entertaining, this range benefits from the popular trend of shared dining, where friends and family gather to cook, carve and share large, impressive cuts of meat. Not only do these premium cuts offer a fantastic centrepiece for any meal, but they also deliver great value by feeding multiple people.
The New Range
The new range is centred around sharing moments, perfectly timed as we ramp up into the summer months and the peak entertaining season. The four cuts in the range are:
Woolworths Beef Sirloin Sharing Steak
Woolworths Beef Rib Eye Bone-In Sharing Steak
Woolworths Beef T Bone Bistecca Sharing Steak
Woolworths Beef Scotch Fillet Sharing Steak
Easy Cooking & Serving Suggestions
To support our customers in preparing these premium cuts, we have created dedicated web landing pages with support videos and how-to guides. This essential content is easily accessible to customers by scanning the QR code on the back of the product packaging. This makes the process of cooking and serving these larger cuts simple and stress-free.
The steaks were officially showcased to our Store Managers at the recent Summer and Christmas Trade Show, where our Innovation Chefs cooked and sampled the Beef Rib Eye cut.
Read also
3 min readFrom Plan to Purchase