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What’s behind the flurry of ultra-premium ready meals?
By Dene Mullen2025-10-20T10:57:00
Despite rising food prices and squeezed incomes, retailers and brands are unveiling high-end ready meals priced at up to £30
For those with the financial means, a new, higher tier of home dining is emerging.
In recent weeks, retailers and brands have released a slew of ‘ultra-premium’ ranges that promise to go above and beyond their existing top-tier offerings – with prices to match.
First, Morrisons CEO Rami Baitiéh took to LinkedIn in September to announce its Best Signature Collection. The new range of “mouthwatering dishes inspired by iconic recipes” spans mains and sides for two for £6 and £3 respectively, and steaks for up to £46 per kg.
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