Restaurant burger chain, Gourmet Burger Kitchen (GBK) is re-launching its grocery range in a new skin pack format.
The new packaging aims to increase shelf life, reduce wastage and ultimately increase sales of the gourmet products, which are currently listed in Waitrose.
The replacement for the traditional tray packaging will almost double the shelf life of the top quality burgers, which boast the highest meat content of any burger on the retail market.
With shelf life set to be nine days as a result of the new pack, rather than the previous five, All About Food, which produces the burgers under licence for Gourmet Burger Kitchen, expects to see a positive impact as a result.
Declan Lockett, marketing director at All About Food said:
“As British consumers have become more aware of the meat they are buying, especially during the current burger category buzz, it is important to offer them the best product possible.
“The Gourmet Burger Kitchen burgers boast the best product out there, with 100 per cent British beef and added seasoning of salt and pepper only, so the new pack reflects this exceptional quality.
“Retailers are set to benefit from more on shelf stand out, increased shelf life and reduced packaging as a result of the new packaging format.
“With that comes less wastage, which in turn means better availability in store, ultimately driving sales volumes.”
This is not the first time skin packaging has been introduced into the chilled fixture at Waitrose.
The retailer saw a 17 per cent sales increase of its own brand Essentials range of steaks when the skin packs were introduced just over a year ago.
The retailer also saves 30 tonnes of packaging per year as a result of the change.
Gourmet Burger Kitchen has recently benefited from a rebrand and opened its 60th restaurant since the first opening in 2001.
Gourmet Burger Kitchen’s chilled burgers are available in Waitrose stores and retail at £4.49 for a pack of two 6oz burgers.
