Gousto has launched a range of ready meals as part of its strategy to “challenge for the mainstream dinner market”.
The Heat & Eat range is made up of microwave and oven ready recipes that are high in protein, feature two of the recommended 5 a day, and “make healthy eating easy for the time-pressed”.
Ingredients are sourced from the same suppliers as Gousto’s recipe kits, including 100% British meat, and “unlike many ready meals are free from artificial colours, flavours and preservatives” the company said.
The move into ready meals follows the success of Gousto’s other convenience-focused recipes, such as 10 Minute Meals, 20 Minute Meals and One Pan Wonders – sales of which increased 23% in 2025.
“The launch of our Heat & Eat range is a further clear demonstration of our ‘Convenience without Compromise’ brand promise to customers,” said Murray Lambell, Gousto chief customer officer.
“For the days when there is simply no time or motivation to cook, Heat & Eat meals are an affordable, no nasties alternative to classic ready meals and takeaways, delivering on speed, taste and nutrition from a brand that’s all about quality,” he added.
The initial Heat & Eat range includes King Prawn Arrabbiata Linguine, Piri Piri Chicken and Spicy Rice, Beef Brisket Massaman with Coconut Rice and Beef Dan Dan Udon Noodles, but more ready meal options will be added in September.
Heat & Eat dishes can be ordered separately or as part of a Gousto box alongside scratch cooking recipes. They can also be ordered for next-day delivery, “reflecting Gousto’s tech focus on building increased flexibility to meet more customer occasions” it said.
The launch will be backed up with a new TV marketing campaign, which debuted on Channel 4 over the weekend.
The price per meal of the Heat & Eat range has been calculated as £7.85, more than home cooking but significantly less that the cost of takeaways.
The launch sees Gousto take on established, albeit smaller healthy ready meal deliver brands such as Frive, Bozu and Simmer.
The company said it was “well placed to enter the growing healthy meal delivery service market” and that its “scale, automation and financial strength, combined with its existing customer base and brand awareness, provide a meaningful competitive edge”.
“We are innovating at pace to meet more of the needs of customers as we push further into the mainstream dinner market,” said Timo Boldt, Gousto CEO and founder.
The new range, and other convenience options, represented “our continued drive to show up more in the lives of customers” he added. In response to demand the brand now has up to 40 10 Minute Meals on the menu every week.
“These latest innovations and those in the pipeline are only made possible by the strengths of our technology, the talent and dedication of our team and the power of the Gousto brand,” Boldt said.
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