The Co-operative Food is extending and re-launching its ready meals range, with a mission to be the ultimate convenient destination for dinner solutions that can be ready in a matter of minutes.
From 16 September 2013, The Co-operative’s own-brand chilled ready meals range will be revamped, with 47 new lines across the range, and improvements to 80 favourites.
Benchmarked against the market and developed to be the best, the range encapsulates The Co-operative’s passion for delivering flavoursome, great quality, good value products for its customers – and features 100% British meat and poultry wherever possible – the retailer said.
Standard products in the ready meals range will be some of the first to launch into The Co-operative’s new Loved by Us brand, which is said to be driven by the retailer’s love and passion for food, and as part of its aim to provide customers with delicious food conveniently.
The Loved by Us brand and packaging clearly communicate the great product quality of the new ranges, in addition to the food integrity The Co-operative is known for, The Co-operative said.
Every new product is taste-tested by The Co-operative’s product developers and chefs, as well as staff and their families and friends at home, to ensure they exceed customer expectations for authentic flavours and recipes, the retailer said.
The standard range of ready meals continues to take inspiration from around the world to provide an outstanding range for shoppers to enjoy, it added.
Customers can choose from new and improved recipes in the Italian, Indian, British and Chinese collections.
The Co-operative said it has gone back to basics for all ranges and re-assessed all products to make sure they are the best they can be.
For the Indian range, the retailer worked with internationally-renowned chef, Pratap Chinna, to ensure every recipe and dish is authentic and delicious enough to rival any pricey takeaway.
New to the range for autumn, shoppers will be able to grab a product from the newly-launched Pan-Asian selection. The range has been introduced to meet the demand for dishes such as Yakitori Chicken Noodles, Katsu Curry and Beef Massaman, which have all become popular with the increasing number of noodle bars and fusion-style restaurants that Brits have embraced.
The Co-operative’s Truly Irresistible products are said to be made with the finest ingredients and recipes to rival expensive restaurant cuisine at great prices. Dishes include Gastro-inspired classics, such as Coq au Vin or Wiltshire Ham and Chicken Gratin, or modern Italian meals including a Macaroni and Cheese with Pancetta.
All lines have also been given fresh, eye-catching new packaging, so they look great from the outside, said The Co-operative Food. Kate Jones, head of product development at The Co-operative Food, said: “Ready meals just get better and more exciting, reflecting the important role they play in our customers’ busy lives.
“We believe these new and improved lines will really encourage our discerning shoppers to reappraise these meal solutions as great, quick alternatives to home-cooked food. “Made with British meat and poultry and inspiring everyday ingredients from at home and abroad, they really take our products to another level. We are confident our customers will love them as much as we do.”
To provide shoppers with even better value for money, there will be an ongoing two for £4.00 promotion across selected Italian, traditional and healthy range meals, and a two for £5.00 promotion across 500g Chinese and Indian ready meals.