MEATDeli 'covers' nearly 4,000 points of sale nationwide

MEATDeli chilled meat receives much attention from consumers. Photo: PV

Increase sales points quickly thanks to Masan ecosystem

In the third quarter of 2022, Masan MEATLife (the company that owns the MEATDeli chilled meat brand) had net revenue and gross profit of VND1,291 billion and VND127 billion, respectively. Excluding the results of the animal feed segment, which the company transferred in 2021, MML's revenue in the third quarter of 2022 increased by 2.3% year-on-year and 27.9% compared to the second quarter of 2022. Gross profit margin and profit margin before tax, interest and depreciation of the branded pork segment in the third quarter of 2022 decreased compared to the second quarter of 2022, mainly due to the strategy of reducing the selling price of chilled meat products to expand the number of customers who can access this type of meat.

MML's MEATDeli chilled meat is produced using European technology. Photo: PV

According to experts with many years of experience in the meat production industry, the current popular chilled meat production process in the world is that the meat must be cooled immediately after slaughter, the meat must be cooled to a temperature of 0 - 4 degrees Celsius to inhibit the growth of most harmful bacteria while maintaining enough time for the meat to transition to the biochemical ripening stage.

This is a production method that has been selected and standardized worldwide. The cooling process helps soften the meat, enhance flavor, increase digestibility, and rapid absorption, as well as ensure nutritional value when it reaches consumers. Worldwide, consumers use chilled meat and feel secure because this type of meat is fresh and delicious and the quality is strictly controlled.

MEATDeli chilled meat is strictly quality checked. Photo: PV

In Vietnam, MEATDeli chilled meat has become the first brand to be produced according to European standard processing technology, recognized and increasingly welcomed by consumers.

To date, MEATDeli clean meat is available at nearly 4,000 points of sale, including WinMart supermarket system, WinMart+ stores, WIN, CoopMart, CoopXtra, Tops Market, other supermarket systems, MEATDeli stores and food agents. At WIN stores in Hanoi and Ho Chi Minh City, MEATDeli has a promotion program of up to 20% for products in the essential shopping cart. In addition, this promotion is also applied to many MEATDeli products at WinMart supermarket chain and WinMart+ stores.

The advantage of the WIN membership program is to narrow the price gap between chilled meat and hot meat sold in traditional markets, encouraging customers to try chilled meat. This will contribute to converting customers from traditional to modern trade channels and increase consumers' access to chilled meat. During the trial period of selling MEATDeli at 113 stores with incentives for member customers, sales volume increased by 35% compared to before.

MEATDeli brand chilled meat is available at nearly 4,000 points of sale nationwide. Photo: PV

Continuously expanding rich product portfolio

The pork market in Vietnam is considered to have great potential with a scale of more than 10 billion USD. To meet the market demand and modern consumption trends of Vietnamese people, MML continuously promotes the development of new products, providing more fresh and safe products, helping to diversify the benefits and choices for consumers.

Many product lines have been launched to suit many customer segments, including processed meat, meat with sauce, and premium pork, which have been widely favored and chosen by consumers. MML also aims to expand its product portfolio by investing in research and development of processed meat for both room temperature and chilled meat products, meeting the tastes and preferences of Vietnamese consumers.

MEATDeli clean pork is produced using modern technology, ensuring safety, making the meat soft, delicious, and nutritious.

In September and October, MEATDeli clean meat also introduced 3 new product lines such as sliced ​​pork cartilage, rib-free pork belly, and Slim&Fit tenderloin. Up to now, in the North, MEATDeli has over 50 product lines and in the South, nearly 70 different product lines. The diversification of product lines helps MEATDeli clean meat appear more often in the daily menu of every Vietnamese family.

Ms. Nguyen Thi Thuong (Hai Ba Trung, Hanoi) shared: “In the past, there were some dishes with pork ingredients that I still had to go to the market to buy because MEATDeli did not have them, but now, almost all the dishes I cook use this type of clean meat. From cooking crab rieu with cartilage ribs to pork offal, stewing pig's feet porridge... Just go to WinMart supermarket to find the right type to cook."

MEATDeli's chilled meat products. Photo: PV

From 2022 onwards, Masan MEATLife will focus on expanding its product portfolio by launching processed meat products from pork and chicken. Processed meat will be a key factor in driving growth, not only in revenue but also in operating profit margin.