Budgens is hoping to meet the needs of busy shoppers and capitalise on the growing chilled food category with a new range of own label part- prepared meals.
Launching first with four chilled meat products accompanied by herb butters, the Made Easy range features “fresh, high quality ingredients which are quick and easy to cook”.
The range includes chicken with fire roasted tomato and thyme butter; steak and au poivre butter; lamb with mint and rosemary butter and pork with sage and lemon butter.
Prices range from £4.00 to £6.00, and with the exception of the steak, all packs are for two people.
The range will be extended with further lines of both main and side dishes later this year.
Budgens sales director Jon Bleeze said the launch would capitalise on growing segments of the market and help stores compete against the multiples.
“The Made Easy range ensures our retailers can provide an offer in line with the expectations of today’s shoppers, and will help drive their sales and profits further,” he said.
“The competition from the multiple convenience formats and their own brand offerings presents challenges for all independent retailers. The development of Made Easy further enhances our offer to help retailers compete with this competition and delivers real stand out in the Independent convenience sector,” he added.