Poundland has launched private-label chilled ready meals across its 800-store estate.
The ‘Bistro’ branded ready meals, supplied by Greencore, cost £1.50 each and include Chicken Curry with Rice and Sausage & Mash made with Britsh Pork.
The move is part of Poundland’s bid to become a multi-price grocery discounter as well as a destination for general merchandise bargains.
The value retailer is in the process of rolling out more grocery and new price points across the estate following a 24-store trial in the Midlands.
‘Shops in shops’ offering new frozen and fresh ranges have also been launched in a five-store trial which could extend to 250 branches.
A Poundland spokesman said the ready meals were “one of our new ranges going in as the stores roll out our Midlands trial across the UK”.
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The ready meals would not have been possible under Poundland’s old pricing model, which included £1, £2 and £5 only.
As well as £1.50, Poundland is adding £3, £4, and even £10 to the mix. The multi-price rollout also includes permanent grocery lines at under £1 for the first time.
Beyond food, Poundland multi-pricing has extended to a range of gift vouchers from high street retailers such as Next, M&S and Debenhams, worth £15 to £50. Others are redeemable online from the likes of Amazon, Google or PlayStation Store.
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