The New Covent Garden Food Company is launching into chilled ready meals for with a range of healthy “gastro-pub” style meals. The six-strong range will be available in Sainsbury’s later this month.
The company hopes the meals will bring in younger consumers and build on consumer perceptions of New Covent Garden as a healthy brand due to its heritage in chilled soups and porridge. It is planning to support the launch with a press and poster campaign.
The range contains fresh and natural ingredients and no artificial flavourings or additives. It will also have traffic light labelling on the front of pack.
The meals include Moroccan lamb and chickpeas, meatballs and Mediterranean vegetables and chicken in Madeira sauce and will be priced at £3.79.
Andrew Ovens, New Covent Garden group marketing manager, says it is the company’s “most significant brand stretch”.