Mars expands into ready-to-eat market with new cupboard meals

Mars Food & Nutrition is expanding into the cupboard ‘ready to eat’ market with the debut of its first ready meals.

Launching exclusively in Tesco this week, the Ben’s Original Favourites and Lunch Bowl products represent the food manufacturer‘s biggest innovation in a generation.

Due to roll out to wider trade later in the year, both of Mars’ new ranges are ready-to-eat grain-based dishes, packed with a range of vegetables containing no artificial flavours.

The Lunch Bowl range consists of flavours Moroccan Style Chickpea and Raisin, Mediterranean Bowl – Sundried tomato, Spicy Mexican Bowl – Bean and Corn, and Spicy Thai Style Coconut, while Original Favourites include Chilli Con Carne – Minced Beef and Vegetable, Paella – Chorizo and Vegetable, Risotto – Chicken and Mushroom, and Risotto – Tomato and Italian Style Herbs. 

Supporting the new launch, Tesco is set to create a new ’easy meal’ fixture in-store, showcasing and compiling the new and existing products into one location.

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Mars Food & Nutrition Europe general manager Nick Reade said: “We know people want to enjoy healthy, tasty meals, but often don’t have the time to prepare them from scratch. This insight has driven our ready meal innovation strategy which is all about giving consumers a range of tasty and nutritious meals that can be made in minutes.

“Ben’s Original Favourites and Lunch Bowls will join an existing line-up of exciting products that have hit shelves in recent years, including Ben’s Original Plant Powered and Dolmio Pronto pasta products.”

Tesco grocery category director David Coulshed added: “We’re making the biggest change in the grocery category in the last 10 years in response to changing consumer eating habits, ensuring we provide an intuitive shopping experience for our shoppers. We’re seeing consumers want more on the go, convenient meal solutions as well as exploring more diverse global cuisines.

“A key part of this space redesign is the creation of our easy meals’ destination, and Mars has been a leading partner as we have developed our thinking in this area.”

Ben’s Original Lunch Bowl is available in 220g packs for RRP £2.99, while Ben’s Original Favourites are in 250g packs and are available for RRP £2.49.



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