Bigham's boosted by gains in distribution

Sales of posh ready meals brand Charlie Bigham’s are soaring following huge distribution gains.

The company said sales were up 104% year-on-year over the festive period, and that its share of the premium ready meals category in Waitrose had grown from 11% in January 2011 to 19% this year [Nielsen 4w/e 7 January 2012].

In November, Waitrose increased the number of stores stocking Bigham’s meals to its entire estate.

Two months previously, the brand secured listings in Sainsbury’s after turning up at the retailer’s Holborn HQ and giving meals to staff.

Founder Charlie Bigham said the brand was continuing to generate interest from other retailers.