Licensed food specialist All About Food is expanding its MasterChef Food range and taking it outside Tesco for the first time.
From next week, Asda will exclusively stock two MasterChef Italian Cooking Kits (rsp: £2.99), Tomato Ragu with Chianti, and Tomato, Garlic & Paprika sauce. Each contains three pouches of ingredients and enables consumers to make a meal in 20 minutes in “three easy steps”, said the supplier, which plans to extend the range with other cuisines later in the year.
The launch comes four months after All About Food rolled out MasterChef oils, gravies and stocks to Tesco.
Describing the kits as a “unique proposition”, All About Food MD Phil Lynas said: “We see the kits as a major part of the range, which is designed to give consumers confidence in the kitchen.” The business had been growing awareness of its MasterChef products in Tesco through promotional activity and media tie-ups, he added.
All About Food is also rolling out new curry sauces under its Hairy Dieters licence. The tikka masala, korma and saag sauces roll out to Asda this month (rsp: £1.99/275g).