The Baxters Food Group has made its debut in the instant hot meals market with two ranges.
Baxters Meal Pots and Fray Bentos Hunger Bursters are available now and are being supported by a £1.5m marketing campaign which includes print media.
The Baxters Meal Pots come in four flavours and have an rrp of £2.49, while the Fray Bentos Hunger Bursters come in five varieties with an rrp of £1.99.
Marketing director Jaspal Chada said the new ranges would help the brand innovate and capitalise on the growing instant hot meals category.
“Within the instant hot meals category, pot meals have delivered 40% of the recent growth, and represent a £106m opportunity for retailers,” he said. “Stocking a combination of both pot meal ranges will allow retailers to maximise their instant hot meals sales among both female and male shoppers.”