UK: Schwan’s launches deep-filled ready meals

By just-food.com | 28 September 2006

The UK unit of US food company Schwan's is to launch a new range of 1kg deep-filled ready meals under the Chicago Town brand.

The three-strong range, which hits freezer cabinets this month, consists of two Deep Filled Lasagnes in Classic Beef and Pepperoni, and new Deep Filled Chilli Pasta Wraps with Tortilla Chips. They are aimed at consumers seeking convenient meal solutions for sharing occasions.

The company argues that price-led promotions are devaluing the category and fuelling a downturn in quality, adding that the new launch is part of a strategy to move away from down-pricing to help revitalise the sluggish frozen food category.

Companies: Schwan