Scratch Meals line-up secures national roll out following revamp
Chilled meal kit range Scratch Meals has been given a makeover following a trial launch in Sainsbury’s.
The business went back to the drawing board and revamped the range following a five-month trial in 50 Sainsbury’s stores last year. It is relaunching the meals - which were developed by Michelin-starred chef Michel Roux - with new recipes, packaging and a lower price point.
The updated range will be rolling into Sainsbury’s stores across the country next month in four variants: Chicken Thai Green Curry with Bamboo Shoots, King Prawn & Chorizo Paella, Makhani Chicken Tikka Masala and Tagliatelle Pistachio Pesto & Cherry Tomatoes.
The recommended selling price of the products has been reduced from £4.99 to £3.99.
“We have taken what was already selling really well in department stores and speciality stores and tailored it to fit into the mainstream market,” said Scratch Meals co-founder Phil Pinnell, who launched the business with friend Alex Neves at East London’s Whitecross Street Market in 2009.
Although trial sales had been “encouraging”, Pinnell said the brand’s full potential had not been reached because of availability issues caused by the location of the kitchen’s Yorkshire base. It had now moved to London to avoid delivery delays, he said.
The company, which is supporting the relaunch with promotional, online and sampling activity, is looking to grow the range with further variants and bigger portion sizes later in the year.