There were plenty of smiles to go around at the Giraudi stand during the Anuga, as the Monte-Carlo, Monaco-based meat company introduced its new range of Smiley-shaped frozen burgers, chicken nuggets and omelets at the five-day trade show in Germany that concluded on October 14.
Distributed in 180-gram retail two-packs are Smiley Beef and Veal Burgers, while Mega Chicken Nuggets two-packs tip the scale at 200 grams, and a package containing eight pieces weighs in at 190 grams. There is also a 100-gram Smiley Organic Chicken Nuggets option for hotel, restaurant and catering (HORECA) customers, as well as a Smiley Omelets offering (60 grams).
Aimed at the kids’ market as well as adults who grew up with the ubiquitous happy Smiley face logo created by Franklin Loufrani in 1971, the product line features 100% certified European meat.
“Research shows that 70% of 18-34 year olds associate the Smiley logo and name with ‘happiness,’ which has given us the momentum for the rapid growth of SmileyWorld in food,” said Loufrani, ceo of the Smiley Company. “But in addition to the ‘happiness factor,’ our success is also due to the fact that our characters and the Smiley name increase a product’s impact at retail.”
Backing up his statement, Loufrani cited findings from a recent research study in which mothers overwhelmingly confirmed the pulling power of the brand’s image in attracting the attention of their children while shopping in supermarkets or grocery stores.
“Also, as one of the few characters that lends itself naturally to the creation of shaped products, SmileyWorld is the perfect brand to bring happiness to food products across a range of categories,” he added.
“The Smiley Beef Burgers will amaze children with their big smile,” said a hostess handing out samples at the Giraudi stand. “The 100% pure muscle meat has a soft texture, and can be cut with a fork. It can be quickly pan-grilled in four minutes.”
Smiley Veal Burgers, promoted as “the perfect healthy choice,” are rich in protein while low in fat and cholesterol.
The Chicken Nuggets feature thigh and breast meat in crispy breading. A single serving of the 100-gram Mega size, or four pieces of the 23.5-gram product, are sufficient to meet the daily protein requirement for children. – Reported by John Saulnier
