Iceland has launched new ranges of pub- and restaurant-style ready meals to bolster its takeaway offer.

A 10-strong range called Tendercooked Meat will comprise sous vide dishes such as duck breast and lamb shank and will sell between £1.50 to £5. The sous vide technique is a popular option among restaurants and gastro pubs.

Also now available from Iceland is a six-strong Pub Grub range. The frozen meals include steak in peppercorn sauce and Hunter’s chicken & potato wedges and cost £2.50 each.

“With the economy the way it is and people staying in more, the new ranges will give our customers an affordable treat at home,” said Iceland marketing director Nick Canning.

Early sales of the Pub Grub range were very encouraging, he added. “We have had a takeaway range of Indian and Chinese ready meals for years and this is the equivalent for pub grub.”

The Pub Grub range will feature in a £7.5m TV, press and radio advertising campaign from 26 September.

Iceland’s biggest-ever mail-drop to all 2.3 million Bonus Card holders has also just gone out to promote a prize giveaway celebrating the frozen specialist’s 40th anniversary on 17 November.

Shoppers can win a prize with every purchase.

Read more
Young’s bags fishmonger appeal with frozen fillets (28 August 2010)
Sales of sous vide ‘are set to boil over’ (7 August 2010)