Tesco has unveiled a multi-million pound revamp of ready meals across all its ranges.
The move, which will offer customers improved quality and packaging, is part of the grocer’s wider improvements to its own brand ranges and follows the recent launch of the Everyday Value own brand range, replacing Tesco Value.
The first lines to be upgraded are Indian, Oriental and Tex-Mex ready meals – three of the UK’s most popular cuisines.
Tesco said it has improved the quality of the meals adding more meat, higher quality sauces and improving packaging.
The new ready meals will launch on a 2-for-£5 promotion.
The second phase of the relaunch, 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.”
The relaunch follows a consultation process involving 1,000 customers who tested the new dishes and were consulted on packaging.
The in-store relaunch will be supported by an advertising campaign with the slogan “20% more at no extra cost” from today on national and local radio as well as on billboard hoardings.
The UK ready meal market is worth £1 billion a year and is growing at 5% a year. Retail Week revealed last week Boots is to make a play for the lucrative market while Morrisons last year launched its M Kitchen range which has reportedly been performing well.