Morrisons Counted ready meal

The four new Counted lines include Beef Lasagne and Mushroom Risotto

Leading supermarkets are looking to boost their own-label offerings for the new year, with notable activity taking place at Tesco, Morrisons and Sainsbury’s.

Morrisons this week ramped up its selection of own-label ready meals, adding a line of healthier Fresh Ideas SKUs and expanding its Counted calorie-controlled meals into chilled.

Including Roasted Butternut Squash & Halloumi Naked Burrito and Chicken with Green Vegetables & Broccoli, the 10 new chilled Fresh Ideas meals for one and two (rsp: £2.50-£3.25/250g-400g) are all either high in protein or fibre and provide at least two of the 5 a day.

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The four new Counted lines, featuring the likes of Beef Lasagne and Mushroom Risotto (rsp: £2.50/400g), extend the scope of the Counted label that already appears on numerous products in the retailer’s Eat Smart healthy eating brand across a diverse selection of categories, including frozen ready meals.

Meanwhile, Tesco has ramped up its selection of tertiary brands with The Free From Kitchen Co, a lineup of treats across confectionery and wrapped bakery. It comprises three sharing bars of chocolate (rsp: £1.50/100g) – milk featuring rice milk, dark and white containing maize flour – alongside a brace of chocolate slab cakes in Rich Brownie and Salted Caramel (rsp: £2.50/100g).

Free From Kitchen, added at the start of the month, joins a raft of tertiary brands launched by Tesco since March 2016 – beginning with the Farm brands in fresh and followed by the likes of Hearty Food Co, HW Nevill’s, Eastman’s Deli Foods and Creamfields.

Finally, Sainsbury’s looks set to roll out an own-label coffee brand called Bantam Beans. The grocer registered the name with the IPO in late December under class 30, which includes coffee beans, ground coffee beans, roasted coffee beans, cold brew coffee and coffee bags.

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