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Premier Foods, a player in the UK's quick meals sector, is hoping to reshape consumer perceptions of ambient ready meals with the introduction of its new Batchelors Meals in Minutes range.

This product line aims to deliver the flavours of home cooking in just four minutes, addressing the needs of time-pressed consumers seeking convenient yet satisfying meal options.

The Meals in Minutes range features a selection of traditional favourites, including Beef Lasagne, Beef Chilli con Carne with Rice and a revamped Chicken Casserole with Rice, which incorporates Mediterranean elements like juicy tomatoes and olives. This variety caters to the growing demand from busy professionals for quick, fulfilling meals that do not compromise on taste or quality.

The new offerings are shelf-stable and free from artificial colours and preservatives, aligning with current consumer trends favouring healthier, more natural food choices. By appealing to a broader demographic, Premier Foods aims to drive foot traffic into the ambient meals category, positioning Batchelors as a convenient and elevated option for consumers.

Available now at a retail price of £3.50 in select Sainsbury's stores, the Batchelors Meals in Minutes range is designed not only to attract new customers but also to enhance the overall market for ambient ready meals. This strategic move reflects the company's commitment to innovation and responsiveness to consumer needs, particularly in the fast-paced food landscape.

As one of the UK's largest food producers, Premier Foods operates 13 sites across the country and employs over 4,000 people. The company is known for its iconic brands, including Ambrosia, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s.

By expanding its portfolio with the Batchelors Meals in Minutes, Premier Foods continues to focus on enriching life through food while contributing to healthier and balanced diets.