Maple Leaf Farms, North America’s leading producer of quality duck
products for retail and foodservice markets announced today that it is
transitioning to vacuum skin packaging for all retail raw duck breast
and duck leg products. The new packaging, the culmination of a
three-year research and development effort, offers a myriad of benefits
to consumers and retailers.
More consumers are preparing duck at home. New packaging from Maple Leaf Farms provides a clear view of the product, an easy-peel corner for opening and cooking instructions. Boneless duck breast is also available in Roasted Garlic and Honey Orange marinades, all natural and gluten-free with no artificial flavors or preservatives. Available fresh or frozen at grocery stores, specialty retailers and meat markets nationwide. The new packaging rollout includes instant $2-off coupons. (Photo: Business Wire)
Research conducted by Brand Amplitude shows strong consumer
acceptance for the new packaging. Seventy five percent of consumers
preferred the visibility of the new vacuum skin pack in a side-by-side
comparison with the existing carton. These results were consistent
across age group, gender, duck purchase frequency and Maple Leaf Farm
customer versus non-customer. The vacuum skin packaging outperformed the
carton on all positive descriptors - taste, health, premium product,
Escalating consumer interest in preparing duck at home led to the
packaging transition. “The new packaging provides a means for consumers
to examine the entire product, which is an important factor when
purchasing raw food, particularly high-end proteins,” explained Cindy
Turk, Director of Duck Marketing for Maple Leaf Farms.
The new packaging technology, which has been on the market for several
years, offers numerous benefits including:
A clear view of the entire product so consumers can inspect quality
“Easy peel” corner for convenient package opening
Cooking instructions under the flip up label
Reduced packaging materials by 17%
For retailers, the new packaging creates a more appealing presence on
the shelf and offers multiple display options. The products can be
displayed upright in customized trays or on a pegboard for multiple
display possibilities. The new vacuum skin pack duck products can offer
retailers a point of differentiation and excitement for their customers.
“This packaging change has been the catalyst for additional product
enhancement,” stated Turk. Vacuum skin packed duck breast is available
in three gourmet flavors – plain, roasted garlic and honey orange.
Marinades are all natural and gluten free with no artificial flavors or
preservatives. Available fresh or frozen, 7.5 oz. duck breast packages,
9 per case.
Duck Legs, not leg quarters, are all natural with no marinade. This
updated cut is packed two legs per 16 oz. package, 6 per case and is
also available fresh or frozen.
The nationwide rollout begins in July and will include traditional
grocery stores, specialty retailers and meat markets. Maple Leaf Farms
will support the new packaging rollout with $2.00 off instant coupons to
drive consumer purchases. Custom display trays, recipe booklets, vinyl
clings and shelf danglers are also available to attract and influence
“Duck is gaining more attention as high-profile chefs are showcasing
duck and consumers are learning that duck is a healthy protein option.
We believe the new retail packaging and product enhancements will expose
more consumers to discover the benefits of duck,” said Turk.
About Maple Leaf Farms:
Maple Leaf Farms, Inc. is North America's leading producer of quality
duck products, supplying retail and foodservice markets throughout the
world with innovative, value-added foods. Founded in 1958, Maple Leaf
Farms is a fourth generation family-owned company. For more information,
contact Maple Leaf Farms at 1-800-348-2812 or visit www.mapleleaffarms.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130701005265/en/