Category Leadership Awards: Deli Meats

Deli meat suppliers are bringing excitement to the category with bold flavors and creative ideas to make meal occasions more satisfying for consumers who are increasingly preparing restaurant-quality meals in the comfort of their homes.

Dietz & Watson’s two best-selling items, London Broil Roast Beef and Oven Classic Turkey Breast, trace their success back to consumers’ increasing preference for classic flavors and the comfort found in familiarity. “Two of our top-performing products this year have been London Broil Roast Beef and Oven Classic Turkey Breast,” said Marketing Director Taylor Grissinger. “Year-to-date, London Broil Roast Beef volume sales have increased by 3.2%, while Oven Classic Turkey Breast volume sales have grown by 4.1% versus the prior year. We believe their success reflects a broader consumer shift toward classic, familiar flavors. As shoppers navigate economic uncertainty, many are gravitating toward trusted, nostalgic products that deliver both comfort and quality. These core deli staples continue to resonate with consumers looking for versatile, premium options they can rely on for everyday meals.”

A popular product for Boar’s Head is The Fryer’s Deep Fried Turkey Breast, which has gained favor for its balance of robust flavor and health-conscious attributes. “One of our most talked-about launches—and a standout for shopper excitement at the deli—has been Boar’s Head The Fryer’s Deep Fried Turkey Breast,” said Elizabeth Ward, VP of Marketing, Boar’s Head Brand. “It resonates because it delivers the indulgent, craveable flavor people love from deep-fried turkey, but in a format that’s convenient at the deli and designed for everyday eating. Shoppers also respond to the balance of bold taste and better-for-you credentials—it’s made with extra lean turkey breast, provides 13 grams of protein per 2-oz serving, and has 44% lower sodium than USDA data for deli-cut white rotisserie turkey.”

Dietz & Watson leads the deli meats category by aligning its company culture and values with innovative product ideas and swiftly executing strategies that empower retailers to thrive. 

“As a family-owned company with more than eight decades of experience, Dietz & Watson brings deep category expertise and strong retailer relationships to every market we serve,” Grissinger said. “At the same time, we continuously invest in innovation, consumer research, analytics and emerging product trends to stay ahead of changing shopper needs. Our approach to category leadership is rooted in balancing tradition with innovation, leveraging our heritage and industry knowledge while remaining agile enough to introduce new solutions that create growth opportunities for retailers and consumers.”

“Boar’s Head leads the category by combining deep deli expertise with consumer-first innovation,” Ward said. “Our experience gives us a strong foundation in craftsmanship, quality, and what drives conversion at the service case — while our innovation engine keeps the category relevant by translating food culture into deli-ready solutions. A product like The Fryer’s Deep Fried Turkey Breast reflects that balance: it’s inspired by a familiar comfort-food tradition, then elevated through craft—cold brining to lock in moisture, a fried finish for craveable flavor, and a proprietary seasoning profile—and supported with chef-crafted usage ideas that help retailers bring the story to life in-store. That combination of heritage and freshness is how we grow excitement, expand usage occasions, and help retailers win with shoppers.”