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WOODALL’S LAUNCHES THREE NEW SALAMI VARIETIES WITH BRITISH THEME

As UK consumers’ love of charcuterie continues to grow, Woodall’s has expanded its range with three new delicious salami varieties using traditional ingredients; Norfolk Mustard, Spicy Cumberland and Black Pepper & Garlic Salami.  These new products sit alongside Woodall’s award-winning air dried hams, smoked pancetta and their core Cumberland Salami.


These new flavours continue Woodall’s commitment to producing quintessential British charcuterie, using British recipes and ingredients, traditional curing and smoking techniques and the finest British outdoor bred pork.  Production is overseen by 8th generation butcher and Master Curer, Colin Woodall.


Available figures estimate that the overall market for charcuterie in the UK is worth £240m and is growing at over 4% per year* (Source Kantar World Panel).  Much of this growth is coming from existing charcuterie purchasers; buying more of what they like as well as experimenting within the category.  Key to the expansion of this market is ‘usage inspiration’. Customers who have been educated about how different products can be used now have the confidence to experiment and will add it as an ingredient to recipes to add flavour. 
“British is now commanding an increasingly bigger slice of this charcuterie market and has emerged as an exciting and innovative category” says James Crease, sales and marketing manager for Woodall’s.  “We know that salami is a key variety for getting people to try charcuterie, as they have become very familiar with the product format and know how to use it” he says.  “Our new varieties, which also recognise Britain’s love affair with spice, tick all of the boxes for customers looking for new taste sensations from products made on their own doorstep.  Support from TV chefs and food writers has been instrumental; food lovers are seeing these British products in the media and are seeking them out to eat at home.”
Woodall’s new Spicy Cumberland Salami has been chosen for the menus at the Chelsea Royal Flower Show at the end of May.  Woodall’s will also be exhibiting at the Harrogate Fine Food Show 19-20 June, at the Cheshire Show 22-23 June and also the Great Yorkshire Show on 12-14 July.  “Sampling is a key part of our strategy” continues Crease.  “Once people have tasted the product, good numbers are converted!” For all sales queries please contact James Crease on 07557 129297.