Waitrose is pumping a £10m investment into expanding and improving its ready meal offer over the next three years.
The upmarket retailer is adding 29 new dishes under is premium No.1 range while also updating 30 further recipes.
Waitrose said half of its customers bought a ready meal in the past year, driving an 8% increase in sales with its premium ranges up 11%.
Its new lines, which will be available from 9 September, include Italian, Indian and Southeast Asian food, Dine In dishes and vegetable accompaniments.
The new No.1 Italian range features five new dishes, alongside a new 21-product No.1 Indian and Southeast Asian Food Lovers’ Takeaway range, with mains, sides and snacks. An £18 meal deal allows customers to choose two mains and two sides, serving four.
It encompasses dishes including Chicken Chettinad, Prawn Panang, Shanghai Beef, Jewelled Pilau Rice and King Prawn Toasts.
Waitrose’s £15 No.1 Food Lovers’ Dine In for Two, which includes a main, a side and either a starter or dessert, is also being expanded with new dishes including Chicken Forestier, Breaded Somerset Camembert and Ultimate Apple Crumble. Existing lines such as Fish Pie, Beef Bourguignon and Wagyu Cottage Pie have been revamped using slow cooking and fresh vegetables.
Waitrose said its sourcing credentials remain high for the ready meals, with all chicken meeting the Better Chicken Commitment standards, beef and lamb only sourced from British farmers, and the seafood selection including MSC-certified fish and responsibly sourced prawns.
“Customers shop with us because they trust our commitment to taste, however they choose to dine. A night off from cooking shouldn’t mean compromising on quality and taste,” said Waitrose chief commercial officer Charlotte Di Cello.
“This investment is a step-change in our fresh ready meals, with authentic ingredients and cooking methods, new recipes and the flavours that make dinner at home feel special.”
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