Kerry Foods will seek to grow the ethnic frozen ready meal category in the UK by launching the first branded takeaway range under the Sharwood’s brand.
Launching next month, the range is designed to attract new consumers to the category through the Sharwood’s brand, as well adding an extra meal occasion for existing consumers, and is described as being “perfect for recreating the takeaway experience” in home. The line will tap into the £4.2bn takeaway market and encourage an uplift in consumption of frozen ready meals during the weekend, the brand said.
The range will consist of ten main meals – including sweet and sour chicken, and chicken tikka masala – plus two rice-based side dishes, offering consumers the choice to mix and match their favourite takeaway meals.
Its launch will be supported by in-store and online activity, as well as a “compelling” meal deal promotion that will offer two main dishes and one side for a recommended retail price of £4. Kerry Foods aims to inspire shoppers within the frozen aisle by offering a broad range of the nation’s favourite takeaway dishes at an affordable price, it said.
Kerry Foods frozen ready meal brand manager Charlotte Bourne said: “This is a landmark launch for Kerry Foods. The average Brit eats 19 takeaways per year. The new Sharwood’s range is designed to tap into this market, encouraging new shoppers into the [frozen ready meal] aisle by offering them a range from a brand they can trust. The Sharwood’s Takeaway range is the perfect Saturday night ‘eat in’ meal solution designed specifically to embrace consumer needs for quality ingredients, choice, value for money and something everyone can enjoy and share together.”
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