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Findus grows portionable ready meals

06 April
15:37 2010

Following the successful launch of the unique Findus Pasta Bags, the nation’s popular frozen food brand is extending its innovative range of portionable ready-meals with the addition of three new rice recipes.

Since the 1960′s, Findus has been synonymous with innovation in the frozen food sector and the latest development of an entirely new and unique sub-category – portionable ready-meals – is testament to the brand’s success of developing products that really deliver to consumer needs.

The new range of 1kg bags is changing the face of frozen food with a multi-portion concept that allows consumers to control their portion sizes, something that no other ready-meal on the market can offer. The three new variants are Chicken Tikka with rice, Chicken Korma with rice and Chilli Con Carne with rice.

To cook, consumers simply un-zip the bag, pour the preferred portion amount into a bowl, microwave for six minutes (or heat on the hob), stir and enjoy. Then zip the bag back up and replace in the freezer for next time.

The Pasta and Rice Bags range has been developed in response to research which shows that consumers are once more looking to the frozen aisles to provide the solutions for their busy and hectic lives as well as more control over their portions.

They are in search of excellent tasting products that are quick and easy to prepare, offer portion control, quality ingredients, value for money and reduce packaging and food waste.

The new pack format has also been designed to reduce its environmental impact as it is over 80 per cent lighter than standard ready meal packaging, meaning less waste to dispose of. The new re-sealable bag format also takes up less space in the freezer.

The new Rice Bags will launch alongside the Pasta Bags range from April. They will be available in major retailers including ASDA, Tesco and Co-op at an MRSP of £3.49. The range is supported by TV and press advertising – including a year-long sponsorship of GMTV’s Talking Telly, in-store activity, sampling and PR.

Commenting on the new launch, Neil Sanderson, business unit director for Findus UK, said: “The addition of the three new Rice Bags consolidates the success of the portion control format that Findus has introduced to the frozen ready-meal category. We haven’t just launched a new range; we’ve introduced an entirely new sub-category and we’re continuing the brands legacy of helping to change the face of frozen food as we know it.”

Source: Findus

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