Kerry Group is extending ethnic food brand Sharwood's into the UK frozen ready meals category with the launch of a Takeaway line.
The Ireland-based company, which produces Sharwood's meals under licence from Premier Foods plc, said it hopes the line will attract customers to the frozen ready meals sector and increase weekend consumption. In particular, the group hopes to appeal to consumers who would otherwise buy an Indian or Chinese takeaway.
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Charlotte Bourne, frozen ready meal brand manager at the group's UK unit Kerry Foods, said: "This is a landmark launch for Kerry Foods. The average Brit eats 19 takeaways per year. The new Sharwood's range is designed to tap into this market, encouraging new shoppers into the [frozen ready meal] aisle by offering them a range from a brand they can trust."
The new range will consist of ten mains: chicken korma, chicken tikka masala, chicken madras, chicken jalfrezi, sweet & sour chicken, black bean chicken, Chinese chicken curry, chicken chow mein, chicken fried rice and special fried rice. The line also includes two rice side dishes: pilau rice and egg fried rice. The mains have a RRP of GBP1.79 (US$2.72) while the sides have an RRP of GBP1.09.
The range will be available throughout the UK from next month.
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By GlobalData
