Reckitt Benckisers Franks RedHot sauce brand to enter UK frozen meal category

Reckitt Benckiser's Frank's RedHot sauce brand to enter UK frozen meal category

The Authentic Food Company, the UK frozen-food maker, has teamed up with Reckitt Benckiser to take the FMCG giant's Frank's RedHot sauce brand into the category.

The two companies have developed a range of four frozen dishes using the sauce and sold under the brand.

Pulled beef chilli with rice, mac 'n' cheese with meatballs, hot fajita chicken with wedges and hickory pulled pork will be available from next month in selected Asda stores at an introductory RRP of GBP2 (US$3.05). Off promotion, the recommended price will be GBP2.25.

"Although Frank's RedHot is becoming an established brand here in the UK, there is still a big opportunity to move beyond the traditional range of sauces and introduce new products with new flavours to new consumers in the UK," a spokesperson said.

The spokesperson added the popularity of American food was growing in the UK. "American food has become a massive trend amongst the foodservice industry with American style food becoming the fastest growing ready meal cuisine in the UK, up by 36.5% this year alone."