Deploying Three-Way Strategy, apetito Aims
To Increase Retail Sales of Ready Meals

Rheine, Germany-based apetito is seeking to strengthen sales of its basic Schlemmerpfannen range of ready meals with new products, a seasonal concept and a “plus 100-gram” promotion. This is in reaction to the consumer’s desire for seasonal variations and traditional German dishes.

New is the 700-gram “Schlemmerpfanne Hühnerfrikassee mit Gemüse-Reis,” a highly regarded German classic and best selling frozen ready meal. The chicken fricassee comes with rice, whole mushroom heads, green asparagus, carrots and a creamy white wine sauce.

Under the seasonal concept the Rheine-based firm will feature two new dishes a year for a limited period. This year’s autumn offering is the 600-gram “Jäger-pfanne mit Hähnchen,” with moist chicken slices, mini-potatoes and a selection of mushrooms in a seasoned hunter sauce.

In a further effort to promote the product, apetito (www.apetito.de) will offer all Schlemmerpfannen in special packages that contain 100 grams more product. These will be promoted with consumer magazine advertising and coupon drops. All Schlemmerpfanne dishes are suggested for retail at 3.29 euros.