Ready Pac, the US salad business that was recently acquired by France’s Bonduelle, is expanding in the fresh prepared meals category with a new brand, Fresh Prep’d.
From September, Ready Pac will launch two additional product lines: Fresh Prep’d Soup Kits and Fresh Prep’d Wrap Kits.
According to data supplied by the company, over the last year, the fresh prepared meal category has grown 8.9%, to a total value of US$8.3bn.
“We saw a great opportunity to diversify the company’s offerings and provide consumers with the convenient meal options they are looking for, especially as sales of products in the perimeter of the grocery store continue to grow,” said Ready Pac CEO Tony Sarsam. “The new Fresh Prep’d brand falls in line with our overall business strategy to gain market share in the growing fresh prepared foods category beyond salads.”
Ready Pac CMO Galit Feinreich added: “In developing the Fresh Prep’d brand, we wanted to create an easy alternative to lacklustre desk lunches and unhealthy fast food. With more than 75% of households in the US purchasing fresh prepared foods, our Fresh Prep’d options enable consumers to have a delicious, healthy and convenient meal at a great value.”
The group claimed Fresh Prep’d Soup Kits are the “first of their kind” in fresh soup. Meanwhile, the company said the self-assembled Fresh Prep’d Wrap Kits feature “high-quality ingredients”, “bold sauces” and vegetables.