Budgens continues to develop its own-brand range with the launch of Budgens Indian ready meals.
Made by a new supplier to Budgens, Bombay Halwa Limited, the lines are being made to traditional, authentic recipes and are launching in the Budgens Indian sub brand to join the finger foods (samosas and bhajis) that launched in March of this year.
Budgens said consumers continued to be driven by price, looking for the best value, and the own-brand Indian meal range delivered value with quality products now on offer in Budgens stores. The 10 lines, detailed below, also include a ‘healthy’ selection of meals.
To help drive sales and footfall in store the ranges will be supported with promotional activity. The promotional programme launches in September with ’2 for £5′ on all chicken lines to drive sales and encourage consumers to trial the products.
As a further incentive for retailers and customers, lines are available in smaller case counts of four, enabling retailers to offer a greater variety of stock to their customers and, at the same time, manage their stock more efficiently.
Willie Hamilton, Budgens trading director, said: “Indian cuisine is amongst the most popular in the country and it’s important for Budgens to offer this new range as part of its brand essence of ‘real food for today’s communities’.
“Working with ouR new supplier, Bombay Halwa Limited, I’m sure Budgens customers will agree that we’ve come up with some great meals within this new Indian range’.
Source: Budgens
