TESCO RE-LAUNCHES OWN-LABEL READY MEALS

TESCO RE-LAUNCHES OWN-LABEL READY MEALS:
Tesco is re-launching its line-up of ready meals in the latest major change to its own-label offer.
The retailer said the multimillion-pound revamp, which features new packaging, would improve food quality, beginning with 300 Indian, Oriental and Tex-Mex lines.
Tesco also claimed diners would get 20% more meat in the revamped ready meals, which will debut on promotion at two for £5.
To support the launch a national radio and poster campaign will focus on the 20% claim.
A second phase later this year will overhaul another 700 ready meals, including some vegetarian lines.
Category buying manager David Harman said:
“This is a really big overhaul for our ready meals.

“As well as adding more meat, we’ll be using higher quality sauces, herbs, pasta and rice – all at no extra cost to customers.

“Ready meals are a massively popular part of our fresh food ranges, and we’re really pleased to be able to give our customers even more for their money.”
Tesco recently gave its pioneering Value line an overhaul, rebranding hundreds of products under the Everyday Value banner.
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