Ready Pac Foods expands into fresh prepared meal category


US-based Ready Pac Foods has expanded into the fresh prepared meal category with the introduction of its new Fresh Prep'd meal brand.

Under the new brand, Ready Pac Foods will introduce its new Fresh Prep'd Soup Kits and Fresh Prep'd Wrap Kits, which will be rolled out in the market in September.

These lines will offer healthy and convenient meal options in bold tastes and on-trend flavours.

The new Fresh Prep'd Soup Kits will feature broths, on-trend ingredient combinations and fresh vegetables.

The Fresh Prep'd Wrap Kits will feature quality ingredients, sauces and vegetables.

"Our Fresh Prep'd option enable consumers to have a delicious, healthy and convenient meal at a great value."

Ready Pac Foods CMO Galit Feinreich said: "In developing the Fresh Prep'd brand, we wanted to create an easy alternative to lackluster desk lunches and unhealthy fast food.

"With more than 75% of households in the US purchasing freshly prepared foods, our Fresh Prep'd option enable consumers to have a delicious, healthy and convenient meal at a great value."

Ready Pac Foods CEO Tony Sarsam said: "We saw a great opportunity to diversify the company's offerings and provide consumers with the convenient meal options they are looking for, especially as sales of products in the perimeter of the grocery store continue to grow.

"The new Fresh Prep'd brand falls in line with our overall business strategy to gain market share in the growing fresh prepared foods category beyond salads."

The company anticipates that its two new products would strengthen its position in the fresh prepared meal category.

Citing a research, the company stated that over the past year, the fresh prepared meal category in the US is estimated to have grown by almost 9%, making it a category worth $8.3bn.