The Kingsworth brand includes chicken breast fillets and chicken thighs. It will be available for retail and catering butchers, Dalziel said.
Dalziel’s latest meat brand would increase its chicken breast sales by 50%, to 150t a week, it said – the equivalent weight of more than 90 average cars.
Its meat sales director David Whyatt said: “We’re proud to introduce our own premium quality chicken brand with Vriesekoop. Kingsworth offers the best quality chicken under a strict selection process where it is extra trimmed on the line, fully calibrated and packaged in gas packed trays to meet our quality criteria.
‘Kingsworth will become the best around’
“We believe Kingsworth will become the best around and will further strengthen our share of the poultry market in the UK.”
The new brand is available from Dalziel’s meat depots across the UK, it said.
Dalziel’s new partner, Vriesekoop, is the Netherlands’ largest exporter of chicken breast fillets to the UK and Republic of Ireland, it claimed. It exports 1,000t of fresh and frozen fillets across Europe every week, it added.
Vriesekoop’s Eduard Majauskis said: “Our finest chicken products are specifically selected under strict quality criteria for today’s demanding markets.
‘Premium quality, service and innovation’
“We are proud of our partnership with Dalziel, which shares our commitment to premium quality, service and innovation”
Kingsworth is Dalziel’s fourth meat brand to be launched, following the introduction of Oakwell Gold gammon and Glenvale pork in 2015, as well as Drovers beef range – launched in 2012 with meat producer Dunbia.
Meanwhile, Dalziel acquired Staffordshire-based Burma Bacon supplies last year, for an undisclosed fee. The deal signalled the expansion of Dalziel’s products, it said at the time. The takeover secured the future of 25 jobs in Chesterton, Newcastle-under-Lyme.
Dalziel’s new chicken brand – at a glance
- ‘Kingsworth’ was Dalziel’s first chicken brand
- Partnered Dutch firm Vriesekoop to launch brand
- Brand to increase chicken sales to 150t a week