Gourmet Burger Kitchen relaunches grocery range
Published:  23 May, 2014

Burger restaurant chain Gourmet Burger Kitchen (GBK) has relaunched its grocery range, currently listed in Waitrose, in a new skin pack format to increase shelf life and sales, and reduce wastage.

According to All About Food, which produces the burgers under licence for GBK, the replacement packaging will almost double the shelf life of the burgers, which it said contain the highest meat content of any burger on the retail market. The company expects to see a positive impact, with the shelf life extended from five to nine days.

Declan Lockett, marketing director at All About Food, said: “As British consumers have become more aware of the meat they are buying, especially during the current burger category buzz, it is important to offer them the best product possible. The Gourmet Burger Kitchen burgers boast the best product out there, with 100% British beef and added seasoning of salt and pepper only, so the new pack reflects this exceptional quality.

“Retailers are set to benefit from more on-shelf stand out, increased shelf life and reduced packaging as a result of the new packaging format. With that comes less wastage, which in turn means better availability in store, ultimately driving sales volumes.”

All About Food added that Waitrose saw a 17% sales increase in its own-brand Essentials steak range when they introduced the skin packs just over a year ago, saving 30 tonnes of packaging per year.