Samworth Brothers takes healthy ready meals to Waitrose

Samworth Brothers is launching its my healthy kitchen (myhk) range of low-calorie ready meals in Waitrose stores UK-wide from 15 May, incorporating two chicken lines boasting 100% British chicken. 

The range, which spans six variants including Oriental Chicken and Prawn Katsu, was launched first on Amazon Fresh in February and is now available via Ocado. A spokeswoman for Samworth Brothers told Meat Trades Journal: "Myhk will be looking at targeting other retailers over the next year with a view to gaining wider distribution."

Products are designed to combine wholesome ingredients with internationally inspired recipes to create quick, tasty meals for health-conscious consumers. Every meal contains fewer than 500 calories, can be cooked in just four minutes, has a recommended retail price of £3.95 and boasts at least one of several health benefits. These include low saturated fat or sugar content, sources of protein or fibre, or one or more of the recommended five daily portions of fruit or vegetables.

In addition to chicken and prawn recipes, vegan, vegetarian and dairy-free options are also available as part of the range.

Samworth Brothers makes the products at its Saladworks site in Leicester, having conceived them at its new development site in Nottinghamshire, which was constructed with the flexibility to produce new concept products in small batches.
 
“My healthy kitchen [myhk] is an exciting new brand development in a growing category,” said Alastair Johns, brand and business development manager at Samworth Brothers. “There’s a continuing consumer movement towards healthier products and my healthy kitchen is an innovation that closely follows the trend. The brand has a lot of potential; while we have launched initially with six SKUs [stock keeping units] we have big plans for myhk and will be developing new exciting products at pace.

“The listings in Waitrose and Ocado are testament to the quality of our product. With the success of the launch, we’re now moving manufacturing to one of the main Samworth Brothers sites, ready to take myhk’s next steps.”

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