Waitrose launches 29 new premium dishes in £10m ready meals investment
Waitrose is to invest £10 million over three years in its biggest ever improvement of ready meals.
This week, the supermarket has introduced 29 new dishes as part of its premium No.1 range, along with more than 30 refreshed recipes.
Waitrose’s sales of ready meals are up 8% year-on-year, rising to 11% across its premium ranges, with the most popular days for purchasing being Fridays and Saturdays, as customers look for a night off from cooking.
Subscribe to TRBThe new No.1 Italian range features five new dishes. The Beef & Chianti Pappardelle contains brisket cooked for six hours, while the range also includes Nduja & Sausage Ragu Orecchiette and King Prawn & Tomato Linguine.
Waitrose is also expanding its No.1 Indian and South East Asian Food Lovers’ Takeaway range, spanning mains, sides and snacks. New dishes include the likes of Chicken Chettinad, Prawn Panang, Shanghai Beef, Jewelled Pilau Rice and King Prawn Toast.
In addition to the new launches, Waitrose has also improved its existing Indian ready meals, with increased protein and a move toward simpler, cleaner ingredients. Waitrose said the range now exclusively uses natural colourants, such as paprika and saffron, as part of its ongoing commitment to quality.
Charlotte Di Cello, chief commercial officer at Waitrose, said: “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.
“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.”
