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Kerry Foods To Launch New Range Aimed At Challenging Consumer Perceptions Of Frozen Ready Meals

by kamcity.com - 30/09/2011

Kerry Foods To Launch New Range Aimed At Challenging Consumer Perceptions Of Frozen Ready Meals

"Kerry Foods is to launch a new range of frozen ready meals designed to step change the frozen meals category, encouraging new consumers to the category and drive trip spend amongst current consumers."

The consumer foods company said that its Made for You range “delivers delicious meal solutions that embrace quality ingredients and generous portion sizes”. Made for You will launch in Morrisons on 17 October, supported by in-store activity and a PR campaign implemented by agency Pier.
The range has ten SKUs spanning a wide range of cuisines; offering shoppers access to traditional recipes such as fish pie whilst tapping into developing cuisines with dishes such as sticky chilli beef. Other meals include Slow Cooked Beef with Gratin Potatoes; Chicken, Prawn & Chorizo Paellaand Wild Mushroom Risotto.

The range is showcased in contemporary, eye catching packaging that allows shoppers to see the meals. Each meal has an RRSP of £2.49 - £2.79 and will launch with an introductory offer of £2.00.

David Hamilton, Innovation Director at Kerry Foods said: “This is a really exciting launch for Kerry Foods and is set to reinvigorate shopper interest in frozen ready meals. The Made for You range is designed to challenge consumer perceptions of frozen ready meals and provides a range of high quality, freshly frozen, delicious meals that are great value for money.”

The company added that the range is targeted at time poor adults, providing a back-up meal for the family as well as an alternative option for a group of friends wanting to stay in but don’t fancy the same old take-away.

NamNews - Wednesday 28th September 2011

More Details: http://www.kamcity.com/namnews/asp/newsarticle.asp?newsid=61815