Budgens launches Red Tractor-assured range

Budgens is due to launch a new range of 100% British and Red Tractor assured fresh, quality ingredients for consumers in a rush.

The Made Easy ingredients range was announced after IGD data revealed the chilled food category was the fastest-growing category in symbol groups.
First out is a selection of four chilled meat products with flavoured herb butters, while main and side dishes are due to be launched later.

Sales director at Budgens Jon Bleeze said: “Fresh and own brands are two of the most critical growth sectors in the convenience market. We’re already offering a high-quality 100% British fresh meat in our SuperValu range, but the semi-prepared dishes will be included in the Made Easy range to ensure our retailers can provide an offer in line with the expectations of today’s shopper and will help drive their sales and profits further.”

The chilled meat and herb butter flavours include chicken with fire-roasted tomato and thyme, steak au poivre, lamb with mint and rosemary, and pork with sage and lemon.

“The competition from the multiple convenience formats and their own-brand offerings presents challenges for all independent retailers. The development of Made Easy further enhances our offer to help retailers compete with this and deliver real stand-out in the independent convenience sector,” Bleeze added.