Pilgrim’s Food Masters launch frozen ready meals into Asda

Pilgrim’s Food Masters has ventured into the frozen ready meal (FRM) category with the launch of six new Oxo FRM to add to its portfolio.

The company was rebranded from Kerry Group’s UK and Irish consumer meats and meals business after its acquisition by Pilgrim’s Pride which was completed this June.

The new range includes variations: Chicken In Red Wine with Boulangère Potatoes, Beef & Pancetta Ragu, Beef Bourguignon with Dauphinoise Potato, Creamy White Wine Chicken with Garlic Mash Potato, Dijon Chicken with Rice and Minced Lamb Lancashire Hotpot.

Andrea Flemming, senior category manager at Pilgrim’s Food Masters, said: “Oxo has been transforming mealtimes for over 100 years and the new range of frozen ready meals is perfect for consumers who are competent cooks but who lack time and are looking to trade up in the category.”

The new FRM Oxo launch comes at the same time as a brand refresh for Pilgrim’s Food Masters’ Bisto and Sharwood’s, with both ranges benefitting from NPDs, recipe reformulations and a packaging revamp. Bisto has also made the move into meat-free product releases for the first time.

The new Oxo frozen ready meal range will be launched into Asda.