Sainsbury is phasing out its up-market Fresh Creations range to focus on component ready meals. The Fresh Creations premium restaurant-style meal kits, launched in 1998, are manufactured for the multiple by Hazlewood Foods in a dedicated plant. The brand will be phased out as the company develops its Just Cook range, which is based on individual meal centres ­ such as high-quality meat and fish dishes ­ with vegetable portions available separately. Just Cook was launched in October last year. Sainsbury says although the average £4 bill for a Fresh Creations kit did not prevent its target audience of affluent workers from buying, mainstream consumers were put off by the price. Consumers were also turned off by the fact that even though the recipes are constantly changing, they had no choice over vegetables and other accompaniments. "It was proving difficult to recruit new purchasers and thus grow the brand," said a Sainsbury spokeswoman. She would not say when it would disappear from shelves. Hazlewood said it was business as usual at its manufacturing site, and confirmed that Sainsbury was working on rebranding and packaging the meals. The multiple refused to reveal how much it had invested in the brands. {{NEWS }}