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July 1, 2021

Ireland meat major ABP tries again with new plant-based brand

The new brand, Dopsu, is ABP's latest attempt at selling a branded, plant-based, meat alternative.

Ireland-based meatpacker ABP Food Group has launched a frozen alt-meat brand, Dopsu.

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The company, best-known for supplying Irish beef, said the plant-based range is aimed at consumers who are looking to reduce meat consumption.

Dopsu will hit retailers in the UK this month. It is already available in the foodservice channel. The name Dopsu is a portmanteau of the words doppelganger and substitute.

The product range comprises of No-Beef Pieces, No-Chicken Pieces, No-Duck Pieces, No-Lamb Pieces and No-Pork Pieces and is made from pea protein with no preservatives, soy or palm oil.

Bob Carnell, CEO of ABP’s UK arm, said: “With research showing the meat-free category has doubled in size over the past five years, we recognise the need to respond to consumer demand in the sector. The product has already been very well-received in the foodservice sector and we hope to build on that success in retail.

“The launch of a meat-substitute brand complements our core business, beef, and provides a choice for flexitarian consumers who are being driven by health, convenience and environmental considerations.”

Ardee, Co. Louth-headquartered ABP first entered the meat-free category in 2011 and since then has produced own-label alt-meat products.

It has also launched plant-based lines under the Men’s Health Kitchen and Debbie & Andrew’s brands and through the Equals brand which was delisted in 2019.

Just Food Guide: Eyeing alternatives – meat companies with stakes in meat-free and cell-based meat

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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