Toby Carvery has made its retail debut with an exclusive range of frozen ready meals and sides into Iceland Foods.
The 15-strong range includes filled Yorkshires, Pies, Mac & Cheese and Mini Pigs in Blankets. It has been developed in partnership with Food Brands Now, the licensing agency launched by Iceland’s former head of licensing and innovation Oliver Gilding.
An initial 11 products will launch in Iceland and Foodwarehouse stores nationwide this month. They are Carvery Pigs in Blankets, Mac & Cheese, Loaded Carvery Mac & Cheese, Roast Potato Topped Cottage Pie, Sausage & Mash Filled Yorkshire, All Day Breakfast Yorkshire Pudding, Pulled Beef & Cheese Filled Yorkshire Pudding, Chicken Roast Dinner Filled Yorkshire Pudding, Little Pigs in Yorkies, Mini Steak Pies and Mini Battered Pigs in Blankets.
They will be followed by four more products including a Yorkshire Wrap and Ciabatta range on 6 October. All will retail for £4.75 individually, or two for £8.50 as part of a multibuy.
Based on the restaurant chain’s “iconic home-of-the-roast positioning”, the range would bring indulgence into shopper’s homes, through a collection of “fun, convenient and satisfying products”, the brand said.
“For generations, Toby Carvery has been bringing families and friends together over a great roast, so we’re incredibly excited to bring that same much-loved experience into people’s homes in a completely new way,” said Ellie Leacroft, head of brand and marketing for Toby Carvery owner Mitchells and Butlers.
“Working with Food Brands Now and Iceland has allowed us to create a range that’s unmistakably Toby Carvery – from our iconic Yorkshire puddings to the comforting flavours our guests know and love – while also introducing some fun new twists for the frozen aisle. We can’t wait for shoppers to discover the range and enjoy a little taste of Toby Carvery whenever they fancy it.”
It is the latest addition in Iceland’s exclusive brands programme, joining the likes of Cathedral City, TGI Friday’s and Blue Dragon.
“Toby Carvery is one of the UK’s most recognisable and trusted restaurant brands, with genuine authority within the roast dinner category,” said Food Brand Now’s Gilding. “The fact that this represents the brand’s first-ever licensing programme made it an incredibly exciting opportunity for everyone involved.
“Our ambition was to create a range that remained authentic to Toby Carvery whilst bringing genuine innovation and fun to the frozen aisle that celebrates Britain’s love of the roast whilst creating something entirely new for retail.”
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