Produkty Pitania announced the successful launch of natural ready-to-cook products
— 2009-02-16 —

 As PRODEXPO-2009 trade show progressed, Produkty Pitania made a presentation on the history of natural ready-to-cook products (RTCP) and the developments of Zolotoy Petushok trademark and announced the results of the successful launch of this product category, which is of strategic importance for the Company.
These products including Fried Chicken Rounds (900 g), Fried Chicken Shank (750 g), and Fried Chicken Rounds and Shanks (940 g) are made of natural chicken meat, pickled in spices and fully fried. They have no breading and stand out thanks to their homemade taste of fried chicken cooked in no time at all. Consumers only need to heat these products after buying them.
Produkty Pitania pioneered the market in producing natural ready-to-cook chicken meat products. The decision to introduce this new product category was made back in 2005 in accordance with the company’s long-term development strategy. The first product to have been produced in a pilot mode was Grilled Wings. In 2006 the company continued its focus on developing RTCP and expanded the product line with three new products. In the past three years the RTCP product line has demonstrated sustained development rates and generated significant growth in sales. Back in 2006, sales were at 2,200 tons, while in 2008 the figure rose to 8,500 tons. The Company intends to increase the output of its strategic RTCP products to 1,000 tons per month and to further extend the product line.
«Growth in demand for convenience chicken meat products has been observed through the entire period of RTCP development. Consumption of chicken meat products is growing twice as fast as consumption of beef and is 2.5 times faster than the growth in pork consumption. According to experts, in 2010-2012 chicken meat will account for fifty percent of all meat consumed in the market. There are grounds for us to say that we have been able to offer consumers a product they wanted and the product has further prospects for gaining additional attraction given the existing conditions, says Tea Grguric, Produkty Pitania Vice-President for Marketing. The growth in demand will be based on accelerated pace of living, which leaves little or no time for cooking. This product category is part of the growing market segment and, according to our sales performance and analytical studies; the high demand trend will remain unchanged in the years to come».