Tesco has replaced its Everyday Value range of chilled ready meals with lines under the name Hearty Food Co – in what appears to be the grocer’s first move to take its Farm brands model beyond the fresh category.
A range of eight lines priced £1-£3.40 rolled out this week in seven classic variants comprising Cottage Pie, Sausages & Mash, Lasagne, Fish Pie, Sweet & Sour Chicken with Rice, Mac ‘n’ Cheese. and Spaghetti Bolognaise – supplanting their equally priced Everyday Value equivalents.
Seven SKUs weigh in at 400g for one person, while the lineup also features a single 1.5kg lasagne sharing option. All eight are available through the Tesco website, while six are currently in store [Brand View w/e 16 November 2017].
Priced to undercut or at least match their closest equivalents in the discounters, Tesco’s new-look budget ready meals were the result of “continuously working to transform our food offer for customers”, said a spokesman for the grocery giant.
“As part of this, we’ve added to our range of own brands with the creation of Hearty Food Co, which offers tasty, affordable products and ready meals for the savvy shopper.”
The launch of Hearty Food Co (highlighted by Twitter user @Storeview) comes around 20 months after Tesco’s introduction of seven Farm brands that replaced a raft of Everyday Value fresh lines – including sausages, carrots, peppers and a variety of fruit items – in a move clearly aimed at taking on Aldi and Lidl.
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