Iceland has unveiled a 21-strong range of ‘fakeaway’ ready meals designed to replicate the takeaway occasion.
The line-up of one-person dishes – in stores from September – brings together ’family favourites’ such as Chicken Korma and ‘adventurous’ options such as Thai Beef Massaman curry.
Ten of the variants, including Kung Po Chicken, Firecracker Chicken Meal in a Bag and Oriental Beef Noodle Bowl, are completely new to Iceland – while 10 ‘classics’ in the range, such as Chicken Tikka Masala and Butter Chicken, have been reformulated from existing meals, and the final product, Atomic Chicken Vindaloo, is a previously delisted option that has been revived “due to popular demand”.
Prices start at £1.50 for dishes including the vindaloo and go up to £2.59 for Red Dragon Chicken Curry and other SKUs.
Iceland said the new range would enable shoppers to “enjoy all the taste and convenience of your favourite takeaway at a price that won’t break the bank” – but the retailer would not reveal whether or not the line-up would be the subject of a media investment.
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