Ben Dunne to compete with Kerry Group’s Freshways product.

The former heir to the Dunnes Stores empire Ben Dunne is to launch a product in the ready made sandwich sector to compete directly with the Kerry Group owned Freshways product. Freshways is the market leader in this area and Mr Dunne says he will be directly targeting its customer base. Beginning in the Dublin market Mr Dunne hopes to have his venture up and running within 15 months.Den Dunne is to price his product at one euro and says he will be directly targeting the Kerry Group owned Freshways. The millionaire businessman has secured a premises in Dublin and hopes to have his venture up and running in the next 15 months. A spokesman for Kerry Group says Freshways is in a strong position as the biggest branded sandwich provider in the market.He says there is already significant competition in the area and he would not like to comment on the possibility of any new companies setting up. Kerry Group purchased the convenience company in 2002 for a reported 15 million euro and distributes mainly to airports, train stations, hospitals and offices. Mr Dunne has said publicly that sandwiches are overpriced and he will be exploiting what he sees as a gap in the market.