HECK is expanding beyond its core sausage, burger and meatball offer with the launch of a new Easy Mince range, marking the brand’s move into the growing mealtime solutions space.

As the brand targets shoppers looking to create popular family dishes with less preparation, HECK Easy Mince will be introduced to Tesco, Asda and Ocado this month.

The range comprises three ready-to-cook products: spaghetti Bolognese, cottage pie and chilli con carne.

Each combines pre-prepared, seasoned meat and vegetables with just a couple of additional store cupboard ingredients needed to complete the dish. HECK said the range offers a convenient shortcut, without losing the flexibility and experience of home cooking.

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HECK co-founder Jamie Keeble explained: “Mince is one of the most versatile and cost-effective proteins, but shoppers still need to decide what to make with it and then buy, prepare and measure everything else.

“With Easy Mince, we’re giving consumers a head start on meals they already know and love, helping remove the hassle from midweek cooking without sacrificing the experience of making dinner from scratch.”

The launch represents a category extension for the Yorkshire-based brand, moving HECK beyond its established line-up into meal-building solutions, and aims to create another point of differentiation within the mince fixture.

It comes as HECK looks to capitalise on continued demand for convenient home-cooking solutions. The brand stressed mince remains a staple of the weekly shop, but deciding what to cook and finding the time and inspiration to prepare it can be a barrier for busy families.