Country Fresh Sales - A Win For Nutritional Focus

Country Fresh Sales - a Win for Nutritional Focus

The Hans Country Fresh product range has received the ultimate
endorsement from Australian consumers with sales of the new nutritionbased
premium category topping more than 91,000 units a month since its
launch in May this year.

Hans' General Manager Marketing Terry McMahon said the Country Fresh sales results reinforced the company's research findings that consumers were looking for a smallgoods product with real meat portions, less salt and fat, as well as having a great taste.

"We knew from our research that consumers wanted a healthier packaged ham. With Country Fresh, we deliberately set out to meet those expectations and produce a packaged ham as close to ham-off-the bone as we could. To be selling more than 91,000 units per month already from a sales base of zero proves we got it right. This is a phenomenal result."

Mr McMahon said Hans expected sales results for the Country Fresh range would continue to improve with distribution to Coles eastern seaboard stores due to commence in the first half of September.

"What makes the Country Fresh sales results thus far even more impressive is that they only reflect distribution through the Woolworths retain chain. We expect to see a similar level of acceptance through the Coles distribution chain."

The Country Fresh sales results did not surprise accredited practicing dietitian Julie Gilbert who said the new product range had transformed the convenient smallgoods category.

[Find out what Julie Gilbert has to say about the new Hans Country Fresh product range: http://www.hans.com.au/CountryFresh/NutritionalInformation.aspx]

"From a health and nutritional perspective the focus is increasingly on food products that can meet the requirements of convenience dictated by our busy lifestyles and still deliver nutritional benefits.

"In terms of a healthy packaged ham, the Country Fresh product range has it all: it's 97% fat free, has 25% less salt, has no artificial flavours/colours, is gluten free and contains green tea extract as a natural antioxidant. It is a ready made nutritional solution."

Mr McMahon said consumers' support of the Hans Country Fresh product range was also great news for Australian farmers as all Country Fresh ham is 100% Australian ham sourced from the Darling Downs and the South Burnett regions in Queensland.

"With sales results exceeding our expectations, we are shifting between ten and twelve tonnes a month, up from our initial expectations of between eight and ten tonnes. This is great news for our farmers."

Mr McMahon said Hans expected tonnage demands from the Country Fresh range
could double by Christmas as the expanded distribution through the Coles chain
started to produce results.

ENDS

Further information:
Louise Patroni
Phillips Group
Phone: 07 3230 5000

SOURCE: Hans