Irish beef processor ABP has announced a new licensing agreement with Warner Brothers Consumer Products and the launch of a new range of DC superhero-branded fresh and frozen sausages and burgers for the UK market.
The new products have been developed to promote ‘fun and entertainment’ in the red meat category for younger consumers.
ABP reports that all products will carry the 'distinctive and universally-recognised DC imagery' while products in the burger range will feature the iconic superhero symbols of Batman, Superman and Wonder Woman.
Innovative, Fun & Tasty
The range has launched in selected Asda stores and will be available in multiple retailers before the end of 2018.
"We are delighted to be partner[ed] with an iconic brand such as Warner Brothers and the DC universe," said Darren Jones, commercial director for ABP UK.
"This is a first for the fresh and frozen meat categories and a significant step in helping create 'excitement' for, and, build interest in meat products for younger consumers."
Rachel Wakley, general manager of Warner Bros. Consumer Products UK added, "We are truly excited about delivering our DC characters to fans in this innovative, fun and extremely tasty way. We believe that ABP is bringing something special to the BBQ season across the UK this summer."
The Irish beef processor recently announced an investment of £17 million (€19.4 million) towards the planned redevelopment of its Perth processing plant in Scotland.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
