Waitrose is investing £10m over three years in what it calls its “biggest-ever improvement to its ready meals range”.
The first stage of the programme begins this week, with 29 new products joining the retailer’s No. 1 range alongside more than 30 updated recipes. Waitrose said the changes aim to deliver “restaurant-quality flavours” for customers dining at home.
Ready meals represent a significant part of the supermarket’s sales. Retailer data shows that almost half of Waitrose shoppers purchased a ready meal during the past 12 months. Overall ready meal sales have increased by 8% year on year, while premium products have recorded growth of 11%.
The figures highlight how prepared meals serve both as a “special dinner at home” and a “convenient midweek option”, reflecting wider food and drink consumer trends and food and beverage industry trends.
The refreshed No. 1 Italian range includes five new recipes made with ingredients such as Italian pasta, 12-month-aged Parmigiano Reggiano, Chianti red wine, Calabrian nduja and fresh herbs.
The Slow Cooked Beef & Chianti Pappardelle features brisket prepared over six hours. Other additions include Nduja & Sausage Ragu Orecchiette and King Prawn & Tomato Linguine.
Waitrose is also introducing a 21-product No. 1 Indian and South East Asian Food Lovers’ Takeaway selection, covering main courses, side dishes and snacks. Its £18 meal deal provides two mains and two sides, with enough food to serve four people.
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.”
Waitrose said all its chicken complies with Better Chicken Commitment standards, while its beef and lamb come exclusively from British farmers. The seafood range includes Marine Stewardship Council (MSC)-certified fish and responsibly sourced prawns.
The retailer is also updating its £15 No. 1 Food Lovers’ Dine In for Two offer. The package includes a main course, a side and either a starter or dessert, with new options such as Chicken Forestier, Breaded Somerset Camembert and Ultimate Apple Crumble.
The new products will go on sale from 9 September, supporting broader food manufacturing trends, food processing technology developments and food and drink industry innovation focused on premium convenience. The launch also reflects the importance of food and drink sustainability, food and drink regulations, food and drink packaging, food and drink marketing and food distribution trends across the sector.
