Kershaws Quality Foods is launching its first range of frozen vegetarian ready meals this autumn under a cheeky twist on the 'I can't believe it's not butter!' banner.
The chicken-style soya kievs, vegetarian bangers & mash and nut roast will hit freezers in October with names such as 'I don't believe it, it must be chicken! and 'I don't believe it, it's so tasty!'
Kershaws, which is better known for making value frozen ready meals, has filed a trademark application for 'I don't believe it, it must be beef' but said it had no plans for a beef product at present.
All meals will be sold with veg accompaniments, sauce and in the case of the nut roast roast potatoes, Yorkshire pudding and gravy (rsp: £1.99).
Kershaws said it wanted to attract "reduced meat-eaters" as well as die-hard veggies. It is currently in listings discussions.
The chicken-style soya kievs, vegetarian bangers & mash and nut roast will hit freezers in October with names such as 'I don't believe it, it must be chicken! and 'I don't believe it, it's so tasty!'
Kershaws, which is better known for making value frozen ready meals, has filed a trademark application for 'I don't believe it, it must be beef' but said it had no plans for a beef product at present.
All meals will be sold with veg accompaniments, sauce and in the case of the nut roast roast potatoes, Yorkshire pudding and gravy (rsp: £1.99).
Kershaws said it wanted to attract "reduced meat-eaters" as well as die-hard veggies. It is currently in listings discussions.
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