Burger BOOST turns five and reaches 1,000 tons annually
Most Danes have seen it in the refrigerated counter. The package with the two pre-formed burger patties, which are both high in fat and flavor.
It has now been five years since Danish Crown announced Burger BOOST, and it has become the biggest sales success for Danish Crown Beef in record time.
Today, around 1,000 tons of Burger BOOST are sold. This corresponds to approximately six million burgers.
"It's a product that performs in the refrigerated counter. It's easy to understand, easy to prepare, and it delivers consistent quality. For the retailer, it means less complexity and better sales. For the consumer, it means a better burger experience without extra effort," says Finn Klostermann, CEO of Danish Crown Beef.
Danes love burgers in all their forms. The burger is the most popular evening meal among younger adults, according to a population survey from Madkulturen.
The burger category is therefore characterized by high competition and small differences between products. Yet Burger BOOST has managed to build a clear position.
"We use Danish beef brisket, which gives more fat and thus more flavor and juiciness. It makes a noticeable difference in the finished product. We haven't reinvented the burger, but we have elevated it so that it lives up to what consumers actually expect today."
Burger BOOST sales are mainly driven by the Danish market, while exports to Germany, Sweden and Hong Kong, among others, are still in a building phase.
BOOST becomes more than just burgers
After five years, the focus is not just on the burger as a category. Now the next step is to expand the application and make BOOST into more products, explains Finn Klostermann:
“We see clear potential in using the same mindset in multiple meal situations. Consumers are demanding products that can be used flexibly and still deliver high quality. This is the development we are building on now.”
That's why Danish Crown has just launched 'Hakke BOOST', which targets classic everyday dishes.
"We take something familiar and elevate it. It's about making it possible to cook food that works both for everyday use and when you have guests," says Finn Klostermann.
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