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.

Source: Meat and Poultry Online