At the end of last year, the business launched new fresh lamb, beef and pork ranges, including locally-sourced, Protected Geographical Indication (PGI) and Red-Tractor approved products.
More recently, the offer was developed with the introduction of smaller pack sizes to support independent outlets.
Ali Guvemli, chief products officer, said: “We’ve invested heavily into highlighting our fresh meat and poultry offer to customers. The result has been positive. Combined with the recent launch of our new smaller pack sizes, the counter has encouraged customers to trial our fresh meats range.”
The new counter also features freezer cabinets which highlight frozen meat options and JJ Food Service has invested heavily in highlighting its frozen food selection with new chiller and freezer cabinets in the main customer ordering area.
Staff have been specially-trained on the counter and digital signage is used to highlight category-specific promotions.