ByRuby Lasagne portrait in pack

Source: ByRuby

Thirty of its meals, including Classic British Lasagne, British Grass Fed Beef Bourguignon and Thai Red King Prawn Curry, have rolled into Waitrose

Posh frozen ready meals brand ByRuby has made its grocery debut, following its recent acquisition by Charlie Bigham’s.

It has secured Waitrose listings for 30 SKUs across its range of handmade meals, including the likes of Classic British Lasagne, British Grass Fed Beef Bourguignon, Aubergine & Paneer Korma and Thai Red King Prawn Curry (rsp: £5.25-£9.95/300g-740g).

The meals – which rolled into the retailer today (7 November) – had been “designed with total convenience in mind”, said ByRuby.

The partnership with Waitrose would make “healthy yet delicious and nourishing frozen meals accessible to a wider market of shoppers”, it added.

ByRuby cofounder Ruby Bell said she had launched the brand “to help stock people’s freezers with nutritious food which tastes delicious”.

“We are excited to be working with Waitrose to revolutionise its freezer aisle and enlighten consumers on the fact that frozen food can be just as healthy as cooking from scratch.”

There was “a gap in the frozen aisle for consumers looking for something healthy; launching ByRuby into those freezers will meet that demand and ensure consumers view the frozen aisle as a place for nutritious, wholesome food”, said Bell. 

The launch will be supported with the rollout of branded freezers in key stores.

It comes after the brand, which was previously a DTC business, was snapped up by ready meal giant Charlie Bigham’s earlier this year.