Kerry Group has extending its dairy-free spreads brand Pure into the UK ready meals market with the launch of lunchtime and evening dishes.
The Ireland-based business has developed four pots aimed at the lunchtime meal and three dishes for evenings. All products are dairy- and gluten-free.
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By GlobalDataBrand 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.”
Kerry has also changed the logo for the Pure brand, which it says will appeal to a wider audience.
The four 300g lunchtime pots, which include spicy Singapore chicken noodles and a roasted butternut squash risotto, have an RRP of GBP2.85. The three 380g evening meals, including a green Thai chicken curry, have a recommended price of GBP3.50.
Pure is among the largest brands in dairy-free spreads. Last week, Unilever entered the UK dairy-free spreads category with the launch of Flora Freedom. You can read our analysis of Unilever’s move here.
