Ready meal and premium meat products maker Beak & Johnston has rebranded and repackaged its Mr Beak’s sausages and beef burgers in a bid to better communicate the company's heritage.
The range, which is sold in Woolworths nationally and independent supermarkets in NSW, will now be labelled Beak & Sons to better reflect the Beak family's history of traditional, premium sausage making.
The Beak & Sons products, which were developed two years ago under the Mr Beak brand, includes Smoky Chorizo sausage, The Original Sausage, Classic Beef Burger and the newly launched Classic Meatball.
According to the company, the range is based on recipes from the family of its founder and CEO, David Beak, who for four generations have been involved in the meat industry in Europe, North America, South America and Australia.
Beak & Sons products are based on 100 per cent Hunter Valley grass fed beef, and the Smoky Chorizo sausage is the biggest seller in the range and one of Australia's best selling gourmet sausages.
This product is comprised of 92 per cent beef and 3 per cent bacon, making it 95 per cent meat, compared to the average sausage on the market which contains around 70 per cent, according to Beak & Johnston.
David Beak said the Mr Beak's and Beak & Sons range was the first brand the 28 year old company has really pushed.
“In the market today, it's very hard to differentiate your product and we really believe what we’ve got with the Beak & Sons range is something that is actually unique.
“We spent two and a half years working out how to make the best sausage... and it's all about having very few ingredients but having the best ingredients,” Beak said.
According to Beak, the range is made from real meat, rather than meat offcuts and it doesn't need binders.
The Beak & Sons new look packaging will hit supermarket shelves in the first week of June.
Beak & Johnston has rebranded and repackaged its premium Mr Beak’s range.
