Antony Worrall Thompson’s new 2009 barbecue range premiers at GLEE 2008

DMS Group’s UK company, Slemcka (DMS) Ltd will unveil new product additions to its successful Antony Worrall Thompson range of barbecues and outdoor accessories exclusively at GLEE 2008. With sales up by 50 per cent on the previous year, the Slemcka team is already working towards an even brighter sales forecast for the 2009 season with its AWT range.
New for 2009
* A new range of two, three and four gas burner grills to complement the existing Signature range
* A new portable charcoal barbecue that is lightweight enough to take wherever you go. Designed to give new consumers to the brand an affordable entry level option and existing customers a quality travel option that embodies the qualities and performance of their larger Antony Worrall Thompson grills.
* The existing 2008 products will continue to be available for the 2009 season including Antony’s Signature range of three, four and five gas burner grills and a selection of living charcoal grills; a range of accessories including barbecue tool sets; seasoning and marinade kits that come complete with other useful accessories such as basting brushes and trays.
* New range of innovative POS solutions including Antony’s “store within a store” concept designed to bring the theatre of an established and trusted Chef and media personality to the in-store experience of the consumer and reinforce the AWT brand.
2008 Highlights
* In June the Antony Worrall Thompson “Living” Charcoal Grill received WHICH? MAGAZINE BEST BUY accolade for barbecues priced under £100 attaining top marks of all those tested.
* Antony was also hailed in the grocery trade and national press as the celebrity chef with the highest retail revenue in the UK with sales topping £60 million per annum across his entire brand portfolio. Part of this success can be attributed to increased sales from the outdoor sector and Antony’s partnership with Slemcka (DMS) Ltd which has more than sixty years history in the market supplying to many of the major UK retail groups.
Slemcka’s Sales and Marketing Manager, Richard Gray says: “The year on year growth of our AWT barbecue sales is testimony to the halo effect from the success of the entire AWT brand.  The reputation and quality of the range helps to reinforce the integrity of the products a retailer offers, and reassures the consumer that he is buying the best. This is especially critical in weaning consumers onto quality grills when the market is typified by a huge and often confusing selection of models that  are designed to be sold on ‘features’ rather than performance.”
Antony Worrall Thompson says: “I am delighted that my 2008 barbecue range has been successfully received and that we can continue to develop the range as confidence in the brand grows year on year. Barbecuing really is a year-round passion of mine and I hope that the increased sales mean that others are also discovering the full potential of bringing the kitchen outdoors by using our high quality and durable barbecues.”
Antony Worrall Thompson is highly visible. A regular presenter of ITV’s Christmas Cooks and Daily Cooks series, Antony also writes weekly food columns for the Saturday Express and Sunday Express Magazine and has three new cookery books set to launch this year to motivate and simplify cooking at home.
Antony’s reputation and brand support assures prospective buyers of the longevity of the brand and the valuable revenue stream it represents in a retailer’s portfolio. The brand is supported by proactive public relations and marketing campaigns to help create demand for the brand within the consumer and trade press.
For further information telephone 0121 565 0110.