Promotions Center Around New Checkoff-Funded Beef Product
10/28/2009 09:26AM
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Amy Foods, Inc. has put into full production the Philly Cheese Steak Roll concept, the first beef product in the company's array of product offerings, a concept jointly developed by the beef checkoff's Beef Innovations Group (BIG) and Amy Foods. The product is an eggroll made with whole wheat and filled with seasoned steak, onion, red and green peppers, and cheese. The Philly Cheese Steak Roll recently received authorization at HEB in Texas and also is sold at the Grand Hotel on Mackinac Island in Michigan.
To launch the new product this month, Amy Foods has been holding product demonstrations at about 100 Texas HEB stores, where employees and company influencers are receiving $1-off coupons. The launch also includes an HEB-hosted buying show, where buyers and department managers have the opportunity to sample the product and receive coupons for FREE steak rolls.
“The Philly Cheese Steak Roll is important to the beef industry because this is another handheld product that features beef that would have just been another chicken product without the research and testing conducted by the checkoff’s Beef Innovations Group,” says Steve Wald, director of innovation and culinary services at the National Cattlemen’s Beef Association, contractor to the Beef Checkoff Program. “This equates to another eating experience for beef, whether it’s kids coming home from school or a meal on-the-go for a busy family.”
The Philly Cheese Steak Roll will be sold in the meat case.
The ratio of dollars invested by industry partners to that of the checkoff is about 4:1. All coupon redemption costs are covered by Amy Foods.
Amy Foods is also developing additional flavors to expand its beef presence.
In the past year, the Beef Innovations Group has influenced 14 new beef products developed from the chuck and has seen two new products through from concept to consumer.
For more information about new beef products, visit www.beefinnovationsgroup.com. For more information about the beef checkoff, visit MyBeefCheckoff.com.
Source: Melissa Slagle, Beef Checkoff