In recent years, the sense of pleasure has become one of the fundamental drivers, driving and shaping innovation not only in processed meats but in most food categories globally.

As a response to this trend, we at Campofrío Food Group have developed gourmet products and offered new and premium flavours that provide a variety of taste sensations. As the European leader in processed meats, we have leveraged our ability to offer a range of truly delightful and sophisticated European deli meat specialties.

As a result of changing lifestyles and of an increasing awareness on what contributes to physical and mental well-being, an ever-growing number of consumers place particular importance on the health and nutritional benefits of their food. In the last few years, the emerging health trends include the return to natural values with a preference for products containing less or no preservatives, or that have less fat and less salt, or that are of organic origin.

Campofrío Food Group puts great emphasis on new product development along this health axis, as illustrated by the expansion of our range of low fat and low salt products, organic and natural products.

Convenience continues to be a key consumer megatrend and an indispensable attribute in any new product launch within Campofrío Food Group.

Our objective is to contribute to making our consumers’ lives easier and more comfortable, by providing them practical presentations of our range of processed meats and ready meals in easy to handle packs and in formats appropriate for different occasions.

The recession, which continues to make its presence felt in many European economies, turns price into a priority factor in consumer purchase decision-making.

Campofrío Food Group has confronted the economic challenge with a range of different initiatives that include strengthening our brands’ value propositions by combining superior product quality and value for money” offers, consolidating our brand portfolio through effective advertising messages that offer solutions to help consumers during these economic difficulties, and using aggressive promotional strategies that generate an added value at the point of purchase.