Kerry Foods has added to its Bisto ready meals range in the UK and is set to launch its first ever consumer advertising campaign for the brand.

The ad campaign, which launches across national press today (18 March), will be accompanied by the launch of two Bisto pasta meals: Lasagne and Spaghetti Bolognese.

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The dishes, “made from 100% minced beef from trusted sources”, are available to all UK retailers and will be on shelf in independent retailers from 1 April with a retail price of GBP1.50 (US$2.26).

The campaign, which will accompany the launch, is designed to “reassure consumers and highlight that they can trust in the quality of Bisto frozen ready meals”, Kerry said. The company added that it is attempting to “fill the gap in the market with a trusted option from a heritage brand” through the launch.

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