12 March 2012 - Although they are continuing to watch the family budget, Aussie cooks are still demanding gourmet products to serve to their families and friends, thanks to their love affair with premium restaurants, cooking shows and gastronomic magazines.
Lenard’s has responded to this trend with the introduction of its gourmet Breast Pastellé range: succulent, skinless chicken breast fillet filled with delectable gourmet ingredients and wrapped in flaky filo pastry.
Exclusive to Lenard’s, the Breast Pastellé range has become a major success since it was introduced around Australia. Since launch in November 2011, customers have been flocking to purchase the gourmet-inspired Breast Pastellé, which comes in four flavours: Mushroom White Wine, Creamy Smoked Salmon, Rich Pumpkin & Cashew and Malaysian Peanut Saté.
The Breast Pastellé is the meal of choice for discerning Lenard’s customers wanting to impress their guests, spoil their families, savour an experience and enjoy a gourmet, premium product that meets their more sophisticated palates.
Thousands of Lenard’s customers have already given the premium Breast Pastellé the big tick: in the first few months since its launch, the Breast Pastellé range had already equalled the sales of Lenard’s popular Pinwheel – a well established favourite in the Lenard’s range.
According to Lenard’s founder, Lenard Poulter, the response to the Breast Pastellé has been very pleasing, but not surprising.
“A lot of our customers are eating in these days because times are tougher,” said Mr Poulter, “but they still want something a bit special and without the fuss.
“This product looks amazing on the plate and it tastes delicious. With over 24 years in fresh food retailing, we know that that’s key.”
Lenard’s Franchise Operator, Debra McColl, said the Breast Pastellé is flying out the door at her Lenard’s stores at Kenmore and Orion Springfield, Queensland.
“They are easily our most popular item,” she said. “The feedback from customers during the trial was amazing. They love them for entertaining, for special meals for their families, when they want to impress or just spoil themselves,” she added. “And they keep coming back for more.”
47% of respondents in a national ‘What’s for dinner? Australia 2011' survey conducted by Lenard’s said that they were concerned that buying ingredients would cost too much. Lenard’s kept this in mind when producing the Breast Pastellés, which are made with premium ingredients and are freshly made in stores – at a RRP of just $5.95, it’s no wonder that the ready-to-cook range is selling so well.
The survey also revealed that 43% of grocery-buying women aged 25 – 54 prefer specialty stores like Lenard’s over big supermarket chains for the quality of food they offer.
Lenard’s is Australia’s favourite chicken retailer and is 100% Australian-owned. There are nearly 200 Lenard’s stores, employing approximately 2,000 staff throughout Australia. In 2008, Blue Sky Private Equity bought a minority stake in Lenard’s Group Holdings Pty Ltd to help fuel its expansion plans. Lenard’s also recently formalised an alliance with grocery and liquor wholesaler Metcash Limited to expand Lenard’s concept through the IGA Fresh network. Further, the company has taken a major equity interest in The Butcher, a respected Singaporean retail, wholesale and online meat provider that sees the famous Lenard’s brand sold in Singapore through Asia’s iconic supermarket operator, Cold Storage.
Prue MacSween of Verve Communications
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