A frozen food supplier is bringing Bob the Builder and Hello Kitty ready meals to the freezer aisle.
Fun Foods 4 All said it was hoping to bring some of the excitement of children’s chilled ready meals to the frozen market, and claimed its use of licensed characters was a first for frozen meals.
The four-strong line-up, which is rolling out now, comprises Bob the Builder Gluten Free Pasta & Vegetables in Creamy Sauce Hello Kitty Pasta & Vegetables in Creamy Sauce and two Thomas & Friends meals: Pasta in Beef Bolognese & Vegetable Sauce and Chicken in Tomato & Cheese Sauce (rsp: £2.49/225g single portion). Each meal contains one portion of vegetables and is low in fat and salt.
The meals would fill a gap in freezers for a fun child-specific range, said company director Nigel Singh, who predicted the newcomer would achieve £5m in sales in its first two years on shelf.
“For kids to eat good, healthy food they have to be engaged and entertained,” he said. “We have combined the two in a bid to recreate the success of kids’ chilled ready meals in the frozen category.”
Fun Food 4 All was looking to extend into new categories in the near future, he added.
The new range had a good chance of succeeding if mums felt the price was right, said Claire Nuttall, managing director of branding agency 1HQ.
“Licensed characters have been used successfully for many years across several categories and I can’t see why it won’t work in the frozen aisles,” she added.