Linda McCartney Foods has overhauled its range and packaging to broaden its appeal with meat reducers.

A new focus on exotic dishes will help drive consumer curiosity in meat-free foods, claimed the Hain Celestial brand. Linda McCartney Thai green curry, Moroccan tagine and Balti curry meals, rsp £1.59-£2.49, will line up alongside the range's existing frozen ready meals.

Sir Paul McCartney and fashion designer daughter Stella were both involved in the recipes and packaging for the portfolio. The redesign includes the new strapline 'Good food to come home to'.

This would convey a more personal message than the previous 'Good food, good taste' line, said marketing manager James Gentle.

"We are very excited about these contemporary dishes as they add a new dimension to the Linda McCartney range," he said.

Topics