DMC Foods, the Ireland ready-meals business, is launching its Fit Foods brand in the UK.
The family-owned company has secured listings for a range of products at UK grocer Morrisons.
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The company said it “transformed” the Irish market, where 90% of the category was private label products, and now Fit Food accounts for almost half of sales.
Fit Foods will appear in 300 Morrisons nationwide.
As well as a fully branded bay in Morrisons to showcase the six bestselling meals, the launch is supported by a major UK campaign.
Brian O’Leary, CEO of DMC Foods, says: “What started with my grandfather’s butcher shop has grown into Ireland’s number one ready meal brand. Bringing Fit Foods to the UK is a huge milestone for us.”
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By GlobalData“To see that journey come full circle with a partner like Morrisons is incredibly special. We are proud of what we have built in Ireland and this is just the start of our long-term UK growth plan. This is no quiet entrance from a ready meal brand that has been shaking up fridges in Ireland for over a decade. We are here to redefine the category.”
Emily Hill, senior trader for ready meals at Morrisons said: “Fit Foods brings something genuinely fresh to the ready meal aisle. Their meals are tasty, balanced, and proven to engage shoppers. We are delighted to be the first retailer to launch them nationwide.”
DMC launches six SKUs, the six best-selling meals of Fit Foods in Ireland. The items include meals such as chicken curry with brown rice, cheeseburger with fries and gherkins, and sweet chilli chicken with wholewheat noodles.
According to the business, it brought in “younger, more affluent shoppers” to the category in the Irish market, “adding incremental spend to the fixture”.
“Our butcher heritage means we have always had a deep respect for ingredients and flavour,” said Gillian Clarke, marketing director at DMC Foods.
“Over 55% of consumers of all ages tell us ‘Fit Foods is a brand for someone like me.’ We know it is hard to always eat healthily, get the protein in, hit the macros and still enjoy the food without spending hours in the kitchen – that is why we are here!”
According to its website, DMC Foods produces over 1m meals every month.
It owns a 34,000 square meter facility in Ireland and has more than 200 employees. The company said one in five ready meals in the country is made by DMC Foods. It’s present in more than 300,000 selling points in Ireland, including Lidl, Aldi, Londis and Centra.
