Kerry Foods has launched a range of nine frozen American-inspired ready meals under The Shack brand.
The range features five main dishes and four ‘easy eats’. The mains include: The Ultimate Burger (300g), Chicken & Buffalo Sauce Waffle (317g), Smoky House Beef Burrito (550g) and Smoky House Pulled Chicken Burrito (550g), all with an rsp of £2.50.
The ‘easy eats’ are Mac & Jack (550g), Smokehouse BBQ Pork Wedges (550g), Chilli Beef Wedges (550g), and Penne, Pepperoni & Chicken Melt (550g), which have an rsp of £2.
Available exclusively in Iceland, the product will roll out in 789 stores in September and will be supported by a #ShareTheShack ‘sampling roadshow’ across stores and major universities.
The brand hopes the product, which is designed for single or shared meal occasions, will attract new consumers to the frozen aisle by “making popular restaurant food trends more accessible”.
“In the crowded frozen ready meal market, the role of brands is critical to help drive the sector,” said Charlotte Bourne, senior brand manager at Kerry Foods. “Innovation and premiumisation is key to delivering growth and The Shack delivers on both with its on-trend products, eye-catching packaging, and a market first with dips included in the packs.”