Denny is an iconic and well-loved Irish brand. Yet at the end of 2011, a difficult market lay in front of Denny Deli Style Ham; Private label and discounters were flourishing, in-store shelf space was being squeezed and consumers were increasingly interrogating their brand loyalties. It was time to launch their new product innovation; ‘Denny Deli Style – the only ham made from 100% natural ingredients’.