mer cravings for turkey burgers led to Cargill's rolling out six varieties of premium frozen turkey burgers under the Honeysuckle White and Shady Brook Farms brands.The product introduction will be supported by a marketing campaign from Memorial Day through Labor Day. The burgers have been in the works for more than a year based on extensive consumer research.
“We’re delighted our new premium turkey burgers provide consumers with a superior eating experience while addressing their desire for flavorful, nutritious, reduced fat, lower calorie protein as part of their family’s diet,” said Mary Richardson, marketing manager for Honeysuckle White and Shady Brook Farms turkey products. “We did our homework, listened to consumers and are meeting their desire for a line of premium, frozen, turkey burgers available nationwide. In particular, we found that millennial moms, age 25-54, want high-quality protein for their families and they are looking more closely at ingredients, nutritional value, convenience and affordability. Consumer tasting panels overwhelming favored our new turkey burgers for their flavor, juiciness, texture and overall desirability when compared to similar existing products.”
Marketing support for the turkey burgers will begin in April and will include print, digital and television platforms, Cargill noted. In-store retail promotions, a consumer sweepstakes and online coupons were developed to attract consumer interest. In May, the brands will run as sponsorships of Food Network programs.
Cargill's premium turkey burgers are available in flavors such as Seasoned; Ready-to-Season; Seasoned White Meat; Swiss, Bacon and Onion; Cheddar-Jalapeno; and Swiss-Mushroom. The product is sold in 2-lb. boxes containing eight quarter-pound, individually quick frozen patties, the company said. The burgers are suitable for foodservice and restaurant channels in addition to K-12 school lunch programs.
