UK own-label manufacturer Bakkavor has signed an exclusive licensing deal with the Hairy Bikers to launch a range of six ready meals and side dishes.
Bakkavor said the company and the TV stars wanted to “create generously-portioned, traditional prepared meals that taste like home cooking,” using British sourced ingredients.
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Produced primarily at Bakkavör’s Katsouris Fresh Foods manufacturing site in Park Royal, west London, the meals will be initially available in Tesco stores throughout the UK, followed by other retailers later in the year.
The range will include Si’s Mam’s Cottage Pie, The Ultimate Crunchy Parmesan Fish Pie and Broccoli Cheese and West Country Farmhouse Cheddar Mash.
“The agreement with the Hairy Bikers follows other successful brand franchises we have established with Pizza Express and Old El Paso,” a spokesperson for Bakkavor said today (7 July).
The Hairy Bikers Dave Myers and Simon King launched the products to consumers at a Tesco store in Cheshunt yesterday. They visited an outlet in Newcastle (7 July).
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By GlobalData“We have worked very closely with the Hairy Bikers on the development of the new range, including close collaboration on sourcing all of the fresh ingredients for each dish,” said Bakkavor convenience sector marketing manager Guy Hayden.
