Paukštynas | Vilniaus Paukštynas rebranding: an updated product range in new packaging

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2021-05-17

Vilniaus Paukštynas rebranding: an updated product range in new packaging

Vilnius Paukštynas, the largest Lithuanian chicken producer, has updated its brand and refreshed and expanded it‘s range of products. Using exclusive technologies, we not only offer easier and quicker to prepare chicken products, but also offer consumers meat from chickens raised without antibiotics. 

In the words of Darius Gudačiauskas, General Manager of AB Vilniaus Paukštynas, “The new generations of consumers demand greater ranges and higher product quality. Their origin and traceability of production processes are becoming increasingly important, these determining the quality of products. Although consumer surveys show that Vilniaus Paukštynas is the most well-known of all meat brands in Lithuania, we still the see the need to change in response to changing needs. Better reflecting our values and the uniqueness of our brand, we now offer consumers an updated range of Vilniaus Paukštynas products in new packaging.” 

Vilniaus Paukštynas offers meat raised from chickens without antibiotics

Again in the words of D. Gudačiauskas, “More and more consumers are looking for healthier products. Taking this into account, in recent years we have focused on increasing the production of meat raised of chickens without antibiotics. Unique in Lithuania, our production line ensures that chickens have not been ill and have not been treated with antibiotics during the entire rearing period.”

Over the past few years, the company has focused on the modernization of poultry houses, the introduction of modern breeding technologies and has ensured exceptionally high levels of animal welfare. Managing the production chain “from the field to table”, this including the hatching of day-old chicks, the rearing of broilers and the production of chicken products, we seek to naturally strengthen the immunity of chickens, thereby helping to prevent diseases and allowing us to raise the chickens without antibiotics. A great deal of work has been done and today we can fully satisfy the needs of consumers, who wish to choose chicken meat raised without antibiotics.

Focus on easy and convenient preparation

Consumer surveys show that people value chicken for the fact that this meat is easy and quick to prepare. Therefore, as D. Gudačiauskas says, when refreshing the “Vilniaus Paukštynas” brand, we looked to offer something new to make it even easier for consumers to prepare it. Over the past year, we have focused on developing new products that would surprise consumers with both new tastes and preparation technology. Last year, we were the first in Lithuania to offer marinated chicken skewers, prepared in just 15 minutes, which have proved extremely popular both in the warm season and in the cold season. Also this spring, another of our new products has already appeared on shelves – pre-prepared slow-cooked chicken meat. In addition, we are moving towards universal preparation so consumers can choose how to prepare these products, whether fried in a pan, roasted in oven or prepared on the grill.

As the Head of Vilniaus Paukštynas notes, the range of the company’s products includes even more convenient cuts, marinated products with exceptional flavors and smoked and cooked chicken products, as well as convenient ways to prepare them.

New environmentally friendly packaging

After rebranding, all packaging marked with the “Vilniaus Paukštynas” brand will be environmentally friendly. Ensuring sustainability is one of the strategic directions of the organization, most of the packaging used for our products has been recycled and, with the refreshing of the “Vilniaus Paukštynas” brand, our company is moving fully moving to recyclable packaging.

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