Pilgrim’s Europe and a unit of Associated British Foods (ABF) are teaming up to launch a range of Asian-inspired branded ready meals in the UK.
The ten-strong Patak’s and Blue Dragon line-up features frozen Indian curries, including a meat-free option, which are rolling out in Tesco this month. Thai, Chinese and Korean dishes also form part of the new range.
AB World Foods is the owner of the Patak’s and Blue Dragon brands under the auspices of London-listed ABF.
Pilgrim’s Europe, the UK-headquartered meat company that is part of US-based Pilgrim’s Pride, will manufacture the ready meals from its facility in Carrickmacross, located in County Monaghan, Ireland.
With room to produce 2.5 million meals a week, Pilgrim’s Europe claims the Carrickmacross site is the “largest frozen meals facility in Europe”, supplying retailers and “brand partners”.
The licensing agreement will see Pilgrim’s Europe bring its “expertise in consumer-led product development and frozen ready meals” to the partnership, according to a statement.
Conor Lowry, the commercial controller at Pilgrim's Europe, said: “The interesting challenge with branded innovation isn’t simply putting a well-known name into a new part of the store. It’s understanding what shoppers expect from that brand, then translating that into a product that works for the category.
“That’s where our breadth of capability really comes into play. We bring together consumer insight, our chefs and product development teams, with the manufacturing expertise to take an idea through to national scale.”
ABF acquired Patak’s from its founders in 2007, adding curry pastes, chutneys, and pickles to its portfolio. Blue Dragon was brought on board with the purchase of G Costa in 2003, four years before AB World Foods was created.
The new Blue Dragon range of ready meals includes: Chinese Sweet & Sour Chicken with Egg Rice; Chinese Chicken Chow Mein Noodles; Thai Green Chicken Curry with Coriander Rice; Japanese Teriyaki Chicken with Noodles; and Korean BBQ Chicken and Rice.
Patak’s Indian dish line-up, all complemented with cumin rice, features a Chicken Tikka Masala; Chicken Korma; Butter Chicken; Chicken Jalfrezi; and a paneer and vegetable Balti.
Katie Coleman, the global licensing controller at AB World Foods, said: “Patak's and Blue Dragon have built their reputations over decades by helping consumers enjoy authentic world flavours at home.
“This partnership with Pilgrim's Europe allows us to build on that heritage in frozen ready meals, enabling the brands to reach consumers at new occasions and creating exciting new meal solutions that combine authenticity, quality and convenience.”
The ABF partnership comes when Pilgrim's Europe, which is ultimately owned by Brazilian meat giant JBS, is facing a standoff with the Unite union over a wage settlement at its Enniskillen plant in Ireland.
Strikes have just entered a sixth week, with the union accusing the company of the “illegal” use of temporary agency staff at the factory.
Meanwhile, ABF is in the midst of a restructuring having recently spun-off its Primark retail business away from food.
The group also operates the Allied Bakeries unit, which now houses the Hovis bread brand following the acquisition from private-equity firm Endless but under a new corporate identity.
