Convenience food isn’t the problem. Bad convenience food is

woman choosing a ready meal

Shoppers aren’t rejecting convenience, they’re rejecting convenience they don’t trust, says Bella Acland,  founder of Soul Kitchen

Convenience food has a bad reputation. Mention it, and many people picture beige ready meals or ultra-processed snacks eaten simply because there wasn’t time to cook. Somewhere along the way, we accepted the idea that if food is quick, it can’t also be genuinely good.

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