Tracy Kelly explores the latest premium offerings
High earners eat more ready meals than any other group, according to Mintel. And this, in turn, has led to the demand for high-end ready meals.
Mintel's report Ready Meals in the UK, published in August, says this sector has started to really take off: "One of the most dynamic segments in recent years has been premium chilled meals, which offer gourmet-type fare to be prepared easily at home."
Kerry Foods says consumers often turn to premium ready meals as a treat. Kathryn Mee, category development manager, says: "The premium end of the market is showing massive growth as the need for indulgence is becoming increasingly important to today's consumers."
In a recent Family Food panel report, the need for a treat featured among the top three reasons for choosing a chilled ready meal. Consumers are willing to pay more for self-indulgence.
While most supermarkets and many c-stores offer premium variations on their own label ranges, Marks & Spencer again leads the pack  it has reported progressively increasing sales of its premium Café ²ange, which was created as a showcase for new and interesting recipes.
Meanwhile, Tesco has just relaunched its Finest range of ready meals while Somerfield says sales of So Good are exceeding targets.
Asda too has recently relaunched its range of upmarket ready meals as part of an overhaul of its Extra Special brand.
Sainsbury continues to expand its Taste the Difference range of meals but says that although consumers want to try different cuisines price is still an issue.
Michael Simpson Jones, Sainsbury's chilled ready meals buyer, says: "The customer is very familiar with the ready meal concept, so trying to persuade them that a new style of cooking or a new piece of packaging is going to change their eating habits is becoming harder."
Mintel says that as tastes become increasingly sophisticated, manufacturers must pay more attention to factors such as authenticity, by offering, for example, Cantonese rather than simply Chinese recipes. "The buzzword this year was steamers' with all the major retailers launching a range," says Kerry Foods' Kathryn Mee. Steamers make use of packaging that allows the food to be healthily steamed in minutes in the microwave.
Marks and Spencer says its Steam Cuisine' range has been exceptionally successful.
In the branded sector, a trend has emerged towards restaurant standard ready meals, and the Bombay Brasserie range of ready meals  a spin-off range from the top London restaurant  epitomises this. The ready meals are aimed at 24 to 35-year-old ABs, who it is hoped will pay the £9.99 price tag for the restaurant at home' experience.
Meanwhile, empty nesters, singles and couples are the target for AQ Foods' A la Carte at Home range. The sachet-packed food has been prepared and cooked by restaurant chefs and just needs to be microwaved or simmered at home. "We truly believe we have food that delivers restaurant quality in the home," says Mark Sims, director of AQ Foods.
The range, which is being tested through Booths, currently includes two-course dinners for two, although a range of Thai at home' dinners has also been developed in conjunction with the Chilli Banana restaurant. The packaging is in sturdy boxes with carry out' handles and Sims says the premium price of £9.99 is worth the "very high-end result".
Also prepared by top chefs are Bigham's latest Chef Prepared range of ready meals. Charlie Bigham, MD of Bigham's, says the company aims to offer high quality ready-to-cook food inspired by menus from around the world. He says all the meals were developed in conjunction with top chefs because "everybody wants convenience but not everyone wants compromise".
Bigham thinks this trend towards high-end ready meals has intensified recently. "People happy to eat a 99p lasagne three years ago now wouldn't dream of it," he says, adding: "As a high-end ready meal producer we will face more competition, but the market for these meals is growing."
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High earners eat more ready meals than any other group, according to Mintel. And this, in turn, has led to the demand for high-end ready meals.
Mintel's report Ready Meals in the UK, published in August, says this sector has started to really take off: "One of the most dynamic segments in recent years has been premium chilled meals, which offer gourmet-type fare to be prepared easily at home."
Kerry Foods says consumers often turn to premium ready meals as a treat. Kathryn Mee, category development manager, says: "The premium end of the market is showing massive growth as the need for indulgence is becoming increasingly important to today's consumers."
In a recent Family Food panel report, the need for a treat featured among the top three reasons for choosing a chilled ready meal. Consumers are willing to pay more for self-indulgence.
While most supermarkets and many c-stores offer premium variations on their own label ranges, Marks & Spencer again leads the pack  it has reported progressively increasing sales of its premium Café ²ange, which was created as a showcase for new and interesting recipes.
Meanwhile, Tesco has just relaunched its Finest range of ready meals while Somerfield says sales of So Good are exceeding targets.
Asda too has recently relaunched its range of upmarket ready meals as part of an overhaul of its Extra Special brand.
Sainsbury continues to expand its Taste the Difference range of meals but says that although consumers want to try different cuisines price is still an issue.
Michael Simpson Jones, Sainsbury's chilled ready meals buyer, says: "The customer is very familiar with the ready meal concept, so trying to persuade them that a new style of cooking or a new piece of packaging is going to change their eating habits is becoming harder."
Mintel says that as tastes become increasingly sophisticated, manufacturers must pay more attention to factors such as authenticity, by offering, for example, Cantonese rather than simply Chinese recipes. "The buzzword this year was steamers' with all the major retailers launching a range," says Kerry Foods' Kathryn Mee. Steamers make use of packaging that allows the food to be healthily steamed in minutes in the microwave.
Marks and Spencer says its Steam Cuisine' range has been exceptionally successful.
In the branded sector, a trend has emerged towards restaurant standard ready meals, and the Bombay Brasserie range of ready meals  a spin-off range from the top London restaurant  epitomises this. The ready meals are aimed at 24 to 35-year-old ABs, who it is hoped will pay the £9.99 price tag for the restaurant at home' experience.
Meanwhile, empty nesters, singles and couples are the target for AQ Foods' A la Carte at Home range. The sachet-packed food has been prepared and cooked by restaurant chefs and just needs to be microwaved or simmered at home. "We truly believe we have food that delivers restaurant quality in the home," says Mark Sims, director of AQ Foods.
The range, which is being tested through Booths, currently includes two-course dinners for two, although a range of Thai at home' dinners has also been developed in conjunction with the Chilli Banana restaurant. The packaging is in sturdy boxes with carry out' handles and Sims says the premium price of £9.99 is worth the "very high-end result".
Also prepared by top chefs are Bigham's latest Chef Prepared range of ready meals. Charlie Bigham, MD of Bigham's, says the company aims to offer high quality ready-to-cook food inspired by menus from around the world. He says all the meals were developed in conjunction with top chefs because "everybody wants convenience but not everyone wants compromise".
Bigham thinks this trend towards high-end ready meals has intensified recently. "People happy to eat a 99p lasagne three years ago now wouldn't dream of it," he says, adding: "As a high-end ready meal producer we will face more competition, but the market for these meals is growing."
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