Itsu has teamed up with Bakkavor to launch a six-strong range of chilled ready meals into Tesco.
Inspired by Itsu’s popular restaurant dishes, the range comprises: Katsu Chicken Brown Rice, Korean-Style Spicy Pork Noodles, Chicken Pad Thai Noodles, Teriyaki Chicken Brown Rice, Thai-Style Chicken and Teriyaki Veg Gyoza Brown Rice.
The meals (rsp: £6/370g-395g) will hit Tesco on 6 October. Each contains a “nutritious vegetable mix” with “no nasties” and is microwave-ready in four minutes.
According to Itsu, the meals catered to “evolving consumer demand within the category, with consumer appetite for global cuisines continuing to grow”.
“People don’t always have time to peel, cook and wash up, but that shouldn’t mean settling for food that’s bland or full of additives,” said Ellie Richardson, product developer for Itsu grocery.
“We believed ‘ready’ could mean something better, so we spent months crafting quick, authentic, complete meals that feel more Itsu,” Richardson added.
The launch will be supported with Itsu’s first major above-the-line campaign of the year, which will highlight the “craft and care” that goes into each product.
The push will run across video-on-demand, out-of-home and social media, as well as print advertising and point-of-sale activity.
It comes after Itsu unveiled its Noodles & Broth range (from £1.75), including pots and pouches, last month. The range was developed in partnership with chef Monica Galetti.
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