Wall’s extends Ready Baked range

Wall’s has added two new flavours to its microwaveable Ready Baked range: Cumberland and Pork & Onion.

Available from 14 September, the two new flavours are designed to tap into the busy lifestyles of consumers.

The range design has undergone a total refresh, with new photography and colour differentiation for increased shelf standout.  

Meanwhile, the additive and colouring-free pork recipe has been changed in an effort to give it extra meaty succulence and flavour with lower salt.

“We are extremely confident that the new flavours will be a hit with our consumers,” said Siobhan Gray, brand manager for Wall’s at Kerry Foods. “Ready Baked is proving a compelling message for shoppers with the range’s unique quick cook credentials. The two new flavours will add further excitement to the category and help to increase footfall and drive incremental sales for retailers.”

Since launching last autumn, 42% of Wall’s Ready Baked shoppers have been incremental to the category, demonstrating the success of the range. It is currently worth £5.1m and is in 22% value growth MAT.

“We want to offer consumers choice and help with their increasingly busy lifestyles,” adds Gray. “One in five meal occasions is described as a ‘quick bite’ and the demand for increased simplicity means that shoppers are keen for solutions that deliver maximum taste with minimum prep time,” adds Gray.

The new offerings will be available across grocery and impulse (RRP: £2.50).

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