BWG Foods partners with Irish suppliers to develop new fresh ready meals brand

John Moane, managing director, BWG Foods Wholesale Division
John Moane, chief commercial officer, BWG Foods. said: "We’re delighted to be partnering with local Irish suppliers in the creation of a new indigenous brand that has the potential to deliver great benefits to both consumers and retailers alike”

‘Fresh Choice Kitchen’ brand now available in more than 600 local stores nationwide, with projected sales of over €1 million annually

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26 January 2021 | 0

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BWG Foods has launched a new range of high-quality fresh ready meals, which is being rolled out across its network of over 1,000 Eurospar, Spar, Mace, Londis and XL stores nationwide.

The launch of ‘Fresh Choice Kitchen’ follows a partnership with a number of Irish suppliers to bring a new range of quality but affordable fresh and chilled convenience products to the marketplace, with a focus on sustainable, environmentally friendly packaging. Suppliers include Galmere Foods, Galway; Swift Fine Foods, Monaghan; Prestige Foods, Kerry and Aveo based in Dublin.

The range, which is now available in 600 local stores nationwide, includes products in traditional chilled convenience categories such as ready meals but also includes new areas for BWG Foods’ private label range such as chilled desserts and fresh pizzas.

BWG Foods says it has launched the new brand to equip its retailers with a high-quality compelling offering that will allow them to increase their share of the fast-growing fresh ready meals market.

The market in Ireland now is valued at over €87.5 million annually following growth of almost 7% over the last year. BWG Foods is projecting sales potential of approximately €1 million annually for its new brand and has plans to grow the brand nationally through a series of targeted marketing campaigns. The group reports it also plans to expand the range further in the future in line with new consumer trends and appetites.

As part of BWG Foods sustainability commitment, Fresh Choice Kitchen has also been developed as a highly sustainable brand, using locally sourced products where possible and recycled meals trays which are themselves recyclable.

“The current pandemic has accelerated the need for retailers to extend their fresh food offerings with consumers increasingly searching for quality, ultra-convenient meal solutions,” said John Moane, chief commercial officer, BWG Foods.

“A recent survey amongst our retailers showed that 28% of retailers identified the development of new fresh food offerings as a key investment focus for driving future growth,” he said. “In addition, price and value was highlighted as becoming even more important to our customers in the immediate future.”

Moane added that the “innovative and extensive fresh ready meal range will allow our retailers to provide high-quality, environmentally friendly, and ultra-convenient products at a competitive price point to meet the new needs of today’s consumer.

“We’re also delighted to be partnering with local Irish suppliers in the creation of a new indigenous brand that has the potential to deliver great benefits to both consumers and retailers alike,” he said.

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