Findus UK axes diet brand as part of product review

Findus UK, the frozen food brand, is planning to axe its diet brand Feeling Great! Lean Cuisine just over a year-and-half after it was reintroduced. It is part of an extensive review of the brand’s product portfolio.

The brand is understood to have identified its core product range, including its Pasta Presto meals such as lasagne, crispy pancakes and the Wok range, which it plans to retain. It is thought to be looking at axing a number of ranges and variants if they are not considered suitable for the UK market.

The changes come as the brand’s UK division is close to be being sold to Oregon Capital Partners (MW October 28). It is understood that the UK division believes that its Swedish head office has had too much influence over new product development and that some of the newer products were not suited to the UK.

It plans to introduce two new ranges that have been developed specifically for the UK market. Taste of Home is a range of traditional platter meals and World of Taste is a range of healthier meals with more exotic flavours. The brand’s packaging is also being redesigned to make it more up to date and it will also include a five-a-day logo. It is not clear whether the logo has been developed internally or is part of the Department of Health scheme.

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