Gold'n Plump Poultry Redefines Natural With Its All Natural Line

St. Cloud, MN - Gold'n Plump Poultry recently launched a new line of all natural products, made from chickens raised with no antibiotics by more than 250 Midwest family farmers. In addition, the line offers all of the USDA-required attributes for natural labeling like no added hormones, no artificial ingredients, no preservatives, and no injected solutions. The new line is in direct response to consumer need, and aptly named Gold'n Plump All Natural Chicken.

Tracy Miller, Senior Product Development Manager at Gold'n Plump, explained, "The meaning of all natural has eroded over time, leading to confusion and skepticism over what the term means. Our research shows consumers don't know what to expect from all natural products, and are concerned about what their family eats. However, they know what they don't want – antibiotics, added hormones, and artificial ingredients—and what they do—good, wholesome chicken, plain and simple. This consumer insight was the driving force behind the line."

With this introduction, consumers looking for chicken raised without antibiotics no longer have to settle for a limited assortment. The Gold'n Plump All Natural line has the largest selection of fresh, raised with no antibiotics products offered by a major poultry producer in the United States. With 22 items in the line, consumers can purchase chicken – and nothing but chicken – in all of their favorite cuts. From boneless, skinless chicken breasts, to bone-in thighs to whole chicken, the All Natural line promises the same premium products, tender consistency and juicy flavor that Gold'n Plump has built its name and quality reputation on since 1926.

This new approach to all natural isn't new for Gold'n Plump. In fact, the company has been raising chickens without antibiotics for nearly 2 years. "Though the use of antibiotics poses no food safety threat, we know more and more consumers want meat products raised without them," said Miller. "As a result, nearly all of our chicken products are raised without antibiotics. Only our All Natural line is being labeled as such."

The Gold'n Plump All Natural line is packaged with the company's newly designed, contemporary labeling. In addition, new sub-brand lines have been created to help categorize the meat case and reinforce the attributes of each distinct offering. "The new labeling features a common design so consumers recognize that it's Gold'n Plump whether they're buying from the fresh or frozen meat sections," explained Miller. "We've also more clearly defined our offerings and specific attributes to make consumer selection easier." The labeling has also been carried over to the company's premium deli lines.

In addition to the All Natural—Raised With No Antibiotics line, the company now offers the following sub-brand lines for the fresh meat section:

• Traditions: a value-priced, natural offering;
• Extra Tender: select cuts of recipe-ready products marinated with 100% natural chicken broth;
• Marinades: seasoned premium boneless skinless breasts;
• Bake It Easy: a line including three unique segments of seasoned and/or stuffed chicken products in bake-in-tray packaging for a new level of "no touch" convenience;

"We want all of our packaging to reinforce that we're a premium chicken with traditional values," Miller added. "With the new labels and the change to clean, white trays on all traditional tray-pack and whole chicken items, I think we've accomplished that."

To support its new labeling and categorization, the company has developed in-store informational and visual selling tools to boost sales and increase exposure for the Gold'n Plump brand; such as shelf-talkers, posters and brochures. In addition, the company will be supporting sales through a variety of traditional and non-traditional marketing vehicles, which may include billboards, radio, newspaper coupon inserts, on-line ads, direct mail, web, public relations and informational on-packs, depending on the geographic market. To learn more about all lines of Gold'n Plump premium chicken, visit goldnplump.com.

SOURCE: Gold'n Plump