Kerry Foods is tapping into the free-from category with a new range of meal solutions.
Available now, a range of lunch and evening meal solutions under the Pure brand are set to capitalise on the surge in interest in free-from foods - a category which is forecast to reach £673m by 2020 (IRI/Mintel January 2016).
Full of flavour, the seven-strong range – featuring four lunchtime and three evening meal options – are all gluten and dairy-free and use only natural ingredients, no artificial colours, are free from preservatives and artificial flavours, offering shoppers a tasty new free-from food to go alternative.
Pure brand manager Alastair Gibbons said: “We have seen a macro shift in consumer perceptions about free from, with such products now appealing to a much wider audience.
“Free from products are now purchased by one in three shoppers and our expansion into the ready meals category with Pure will broaden the options available by providing shoppers with an easy, natural, fresh way to eat free from that will fit easily into their busy schedule.”
To support the launch, the Pure brand, which also includes Pure spreads, Sunflower, Soya and Olive - has also undergone a complete refresh with new packaging and a new logo set to appeal to a wide audience of shoppers who are looking for a healthier eating option that is more modern and relevant.
The four Pure lunchtime solutions (rrp £2.85 per 300g) include Roasted Butternut Squash Risotto, Chicken & Prawn Paella, Spicy Singapore Chicken Noodles and Sweet Chilli Chicken Tom Yum Rice Noodles.
The evening solutions (rrp £3.50 per 380g) include Chicken Tikka with Jewelled Rice, Sicilian Chicken Pasta and Thai Green Chicken Curry.
“The launch will be supported with high level social media activity which will include talking to an engaged free-from audience that is on the lookout for exciting new products within a category that has limited offering for people looking to cut gluten and dairy,” Mr Gibbons added.