Tasty Little Numbers expands into Sainsbury’s

Tasty Little Numbers, the innovative round-calorie ‘lifestyle brand’, has brought out a line of meal pots, which have been listed at selected Sainsbury’s stores nationwide.

The new Heat and Eat pots focus on portion control and display the at-a-glance round calorie information prominently on the packaging. Each pot has around 300 calories per pack, and there are six flavours in the range, including creamy chicken hotpot with roasted herb potatoes and veg, red Thai spiced coconut chicken curry, and chilli con carne long grain rice.

The range is manufactured and retailed under licence by Kerry Foods.

David Hamilton, director of innovations at Kerry Foods, said: “Tasty Little Numbers is a brand that resonates with modern, time-poor consumers. It offers taste, health, indulgence and convenience – all key drivers for today’s busy consumer.”

The brand was created by lifestyle concept creator Jo Beach in order to take calorie-guessing out of the equation for time- and health-conscious consumers. It launched last year with a range of 100-calorie chocolates, crisp and 200-calorie snack pots, which were sold primarily in foodservice. In 2012, sales are expected to exceed £2m. The listing at Sainsbury’s is the first step in a programme to expand into the retail sector.

Jo Beach said: “Tasty Little Numbers is not a diet brand, it is created to be the life and soul of the health-conscious party.”


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