Ready meal brand Bol has launched a range of ‘Dinner Bowls’ as it looks to tap into the evening meal occasion.
The new range, comprising Keralan Chicken Curry, Chicken and Prawn Noodle Laksa; Thai Red Chicken Curry; and Harissa Sweet Potato and Quinoa, rolled out in Tesco and Waitrose this week (rsp: £4/ 375g).
It marks Bol’s first entry into the dinner market and was developed in response to “growing demand” from consumers seeking a “healthier and more premium” dinnertime option, the brand said.
Each Dinner Bowl variety contains up to two of the recommended 5 a day and less than 450 calories.
“Our Dinner Bowls have been specially developed to cater for the evening consumer who is looking for a great-tasting, hearty bowl of goodness to end a busy day,” added founder Paul Brown.
Brown, the former head of food at Innocent, told The Grocer in April that Bol had plans for a dinner range as part of its strategy to double sales to £14m by next Spring.
The brand also had long term plans to extend into breakfast as it looks to become a £50m brand by 2020, he said.