Piller’s Fine Foods and its Black Kassel brand have long been friends of our team at Deli Market News. As we have watched the company evolve in recent years, we continue to wait with bated breath for Black Kassel’s latest developments. Most recently, we linked up with Alex Kavanagh, Assistant Marketing Manager, to discuss the company’s new look and brand positioning.
“The Black Kassel brand has always believed that good food brings people together, and our new branding is a celebration of this. We are taking a more consumer-centric approach to our positioning with new photography and video assets that inspire tips and tricks for entertaining,” Alex told me. “We’ve also been developing a robust pipeline of new foods to appeal to the consumers’ desire for more variety.”
According to Alex, Black Kassel’s research has shown that consumers believe there is a lot of duplication in terms of what’s currently available in-store, and they are looking to try new flavors, varieties, and brands of charcuterie meats. Hence, Black Kassel has positioned itself as a differentiated and intriguing brand with the help of its new look and premium products.
“Black Kassel is setting itself apart as not just another genoa salami. Today’s specialty deli consumer expects an elevated experience. With our chef-inspired flavor combinations and unique shapes, Black Kassel delivers,” Alex explained. “Our authentic European recipes and time-tested methods have been passed down through five generations of master butchers. It’s this fusion of art and science that’s essential to crafting great tasting foods to be shared and savored.”
It is little wonder why Black Kassel’s new brand positioning is a big hit in the specialty department. As Piller’s Fine Foods continues to cement its foothold in the industry, the Deli Market News team will be here to report.
