Sales of pork loin medallions, the subject of the recent TV advertising campaign, increased by 27% compared to the same period last year.
The latest figures from Kantar Worldpanel showed total sales of total fresh pork rose by 3% during the 12 weeks ending November 5, with research showing that shoppers have switched from chicken to pork for the first time in three years.
In addition, combined sales pork loin medallions, fillet medallions, whole fillet and loin steaks were up 8% in September and October, compared to the same period in 2016.
AHDB launched its Midweek Meal campaign in September, with the aim of inspiring consumers to make pork part of their midweek meal menu. It is a key part of AHDB’s three-year strategy to rejuvenate the image of pork, initially focusing on pork loin medallions and pork fillet as perfect for quick, easy, tasty meal solutions which can be prepared in under 30 minutes.
You can find out more about the Midweek Meal campaign here