How Meat Street lamb made it into 84.3% of kofta recipe shops
“The premium end of the NZ meat cabinet is crowded. Here's how Green Meadows Beef's Meat Street range owned the quick weeknight dinner on Appetise, with 84% capture on kofta recipes.”
TLDR
- Meat Street, from Green Meadows Beef, makes ready-to-cook beef, lamb and pork for easy weeknight dinners.
- We built the range into 56 recipes on Appetise, with Meat Street as the hero of the plate.
- 84% of shoppers who shopped a kofta recipe took Meat Street lamb with them.
The brand
Green Meadows Beef makes Meat Street, a range of ready-to-cook beef, lamb and pork built for big flavour and no fuss. It's stocked in more than 400 New Zealand supermarkets across Woolworths and New World, aimed squarely at easy weeknight dinners.
The goal
The premium end of the NZ meat cabinet is crowded, and commodity lines like burgers have plenty of stand-ins. Meat Street's job is to own the quick, flavour-led dinner. Nick Carey, who runs Green Meadows Beef, wanted to grow volume there without adding another project to a lean team, so we ran it in the background and let the results come to him.
The approach
We built Meat Street into 56 recipes on the platform, putting the range in front of NZ households at the moment they plan dinner. The recipes leaned into what the range does best: kofta tray bakes, kofta flatbreads and a lamb rissole orzo bake, each one a weeknight meal where the Meat Street product is the hero of the plate.
The results:
- 84% of shoppers who shopped one of our three kofta recipes took Meat Street lamb with them
- 82% did the same on the Easy Lamb Rissole Orzo Bake
- 67% of the times Meat Street Doner Kebab Lamb Grillsticks appeared in a recipe, the shopper bought them.
The bigger picture
Across the platform, capture rates typically sit between 35% and 55%, and Meat Street's lamb recipes cleared that comfortably. The pattern says something useful for any brand in a busy category: products with fewer substitutes hold their place in the basket. When a shopper picks a kofta recipe, the only real alternative to Meat Street is making koftas from scratch, and most of them didn't. Own the recipe, and your product earns its seat at the table.
