Tesco ready meals receive multi-million pound revamp
Tesco has unveiled a multi-million pound revamp of its ready meal lines as part of wider improvements to the supermarkets own brand ranges.
The first lines to be upgraded are the Indian, Oriental and Tex-Mex ready meals with Tesco introducing improvements in up to 300 dishes in the ranges. The meals will feature new packaging with bold colours and images to differentiate the various cuisines. In addition, they will include 20% more meat as well as higher quality sauces, herbs, pasta and rice.
The second phase of the relaunch, to be rolled out later this year, will see 700 more ready meals, including vegetarian dishes, being upgraded.
Tesco ready meals category buying manager David Harman said: "This is a really big overhaul for our ready meals. As well as adding more meat, we’ll be using higher quality sauces, herbs, pasta and rice – all at no extra cost to customers.
"Ready meals are a massively popular part of our fresh food ranges, and we’re really pleased to be able to give our customers even more for their money."
Tesco said the relaunch follows a consultation process involving 1,000 customers who tried and tested the new dishes and also gave feedback on new packaging ideas.
From today, the in-store relaunch will be supported by an advertising campaign with the slogan "20 per cent more at no extra cost" on national and local radio as well as on billboard hoardings.
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