Demand sees premium ready meals range extension
Published:  29 July, 2015

Budgens is to expand its range of chilled ready meals. 

In response to premium chilled ranges proving successful in Budgens’ three concept stores of Broadstone, Byfleet and Crouch End, an extended range is being rolled out to retailers as part of a planogram refresh.

Mike Baker, Budgens director, said: “We are keen to bolster our branded quality ready meal offer and add some newness to the range, offering consumers premium ready meals as well as everyday staples for high convenience food. The new and extended ranges include British classics alongside famous Indian and Asian brands. We have tested these products in our proposition stores with proven success, and I am expecting a positive response from retailers and customers.”

The two new product ranges are Charlie Bigham’s handmade ready meals for two and Budgens’ Prepared for You Traditional Roast Dinners.

Budgens has also extended the planogram distribution of Mumtaz authentic Indian ready meals, as well as a wider range of Yaki Maki Asian-inspired meals such as Pad Thai Noodles and Hoisin Duck Noodles.

Lucy Evans, trading manager for chilled at Budgens, said: “It’s great to be able to work with some of our smaller, more niche suppliers on a larger scale. The Mumtaz and Yaki Maki brands offer real authentic products that taste great and aren’t widely available.

“Sales of premium ready meals are definitely up at Budgens – we’re now seeing consistently around a third more demand. The way people think about – and shop for – ready meals has shifted. New entries into the market that are premium but also offer a healthier option, like Yaki Maki and the Scratch meal kits, are really helping to drive this trend.”