Roasts: An old favorite offers value and innovation

Roasts’ flexibility for flavor pairings and portioning appeal for cost-conscious shoppers.

By Fred Wilkinson, Chief Editor, The National Provisioner

Roasts and their traditional sides such as mashed potatoes and gravy are defining comfort foods for millions of Americans. Finding new ways to add value to this seasonal favorite is bringing new life to the category.

“Roast season is built on tradition, and that’s exactly where the opportunity is,” said Ray Rastelli Jr., president of Rastelli Foods Group. “We’re leaning into the classic profiles — garlic herb, rosemary, onion, black pepper — because that’s what consumers crave this time of year. These flavors bring people back to the table. What’s changed is how we’re delivering them: pre-seasoned, ready-to-cook roasts that take the guesswork out for shoppers. It’s all about making it easy to recreate those familiar holiday meals without sacrificing flavor or consistency.”

Ryan Barnett, market insights manager at Prairie Fresh, said consumers are increasingly drawn to global flavors, exploring new cuisines and dishes they learn about through social media and trending recipes.’

Carnitas

Photo credit: Prairie Fresh

“We expect this to carry into roast season, as families put their own spin on classic preparations or try something entirely new based on the flavors they’re seeing online,” Barnett said.

He said that while many consumers still associate roasts with traditional flavors, the growing interest in global cuisine presents an opportunity to re-imagine the seasonal staple.

“Pork roasts are well-suited for this shift, as they are known for their versatility and ability to absorb and sustain flavor,” he said. “This makes them a natural fit for a wide range of dishes and cultural flavor profiles.”

Roasts’ value proposition

For price conscious consumers, roasts offer the possibility of enjoying the product for dining occasions beyond the initial meal.

“Roasts stretch — plain and simple,” Rastelli said. “One cut can feed a family, cover multiple meals, or anchor a special occasion. They’re portion-flexible too — slice it thin for small plates or carve it thick for hearty appetites. And when you talk slow cookers or braising methods, you can turn a value cut like a chuck roast into something that eats like prime rib. That’s where we can win: delivering comfort, flavor, and cost-efficiency in one package.”

Photo credit: Prairie Fresh

Barnett said larger cuts also mean more servings, making them ideal for leftovers that can be repurposed into a variety of meals throughout the week.

“For those cooking solo or looking for smaller portions, Prairie Fresh also offers smaller-sized roasts – perfect for minimizing waste,” he said.

Cross-merchandising opportunities

The rise of smartphone usage, social media recipes, and QR codes offering tips and meal ideas is helping guide shoppers through the entire mealtime process, and consumers are actively looking for inspiration and direction.

“Placing complementary products together removes much of the guesswork and makes meal planning easier, Barnett said, adding that market research reveals common basket pairings when shoppers purchase a roast include also buy packaged bread (24.2%), and fresh produce items such as potatoes (17.9%), onions (16.4%,) and tomatoes (15.3%). Circana market research shows that 10.8% of households that purchase a roast also buy additional seasonings during the same grocery trip.

Photo credit: Prairie Fresh

“Creating meal kits or dedicated display areas during peak roast-purchasing times that group these items together could unlock strong cross-merchandising opportunities and drive additional sales within the category,” Barnett said.

Rastelli Foods Group is bundling seasoned roasts with flavored butters, rubs\ and even sous-vide-ready packaging, Rastelli said. “One area we’re seeing traction is ‘cook-in-a-bag’ kits. You pair the roast with a sous-vide pouch, a spice blend, maybe even a sauce, and suddenly you’ve got a full meal solution.”