Heck! expands beyond core sausage, burger and meatball offer with new Easy Mince range

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Yorkshire-based food brand Heck! is expanding into mealtime solutions with the launch of a new Easy Mince range, introducing three products designed to simplify the preparation of popular family meals.

Rolling out at Tesco, Asda and Ocado this month, the range comprises Easy Beef & Pork Bolognese Mince, Easy Beef Cottage Pie Mince and Easy Chicken Chilli Con Carne Mince. Priced at £6 per 500g, the products combine pre-prepared, seasoned meat and vegetables to give consumers a head start on cooking, requiring just a small number of additional store cupboard ingredients.

The launch marks a category extension for Heck!, which has built its core range around sausages, burgers and meatballs. By moving into meal-building solutions, the brand is seeking to differentiate itself in the mince category while addressing demand for convenient home-cooking options.

Each product is designed around a familiar family favourite. The Beef & Pork Bolognese combines seasoned meat with lentils, tomato and herbs, while the Beef Cottage Pie offers a filling made with British beef, peas, carrots, onion and tomato purée. The Chicken Chilli Con Carne combines chicken breast and thigh with red pepper, kidney beans, onion, seasoning and spices.

The range reflects an opportunity for brands to add convenience and inspiration to staple ingredients. Although mince remains a versatile and cost-effective protein, shoppers must still plan meals, source additional ingredients and undertake preparation before cooking.

Heck! co-founder Jamie Keeble said: “Mince is one of the most versatile and cost-effective proteins, but shoppers still need to decide what to make with it and then buy, prepare and measure everything else. With Easy Mince, we’re giving consumers a head start on meals they already know and love, helping remove the hassle from midweek cooking without sacrificing the experience of making dinner from scratch.”

All three products are high in protein and gluten-free, and use lean cuts of meat, in line with the brand’s established focus on protein-led products.

Distribution varies by SKU. Easy Beef & Pork Bolognese Mince will be available through Tesco, Asda and Ocado; Easy Chicken Chilli Con Carne Mince through Asda and Ocado; and Easy Beef Cottage Pie Mince through Tesco.