Top Launch
Slimming World - Loxton Foods
Slimming World has piled on the pounds, £29.3m to be exact, making it the standout performer in ready meals. Pretty impressive considering it’s exclusive to Iceland and has only been on shelves since February. “The Slimming World range has seen a recordbreaking number of products purchased by members as well as shoppers who simply want to eat more healthily,” says Nick Canning, Iceland joint MD. “Slimming World meals are different from other so-called ‘diet’ foods.”
After three long years, it’s starting to look like frozen ready meals have finally put the Horsegate scandal behind them. Sales have risen 3.3% to £359.7m, no mean feat, considering a year ago the market was down £23m.
There have been big changes in the top three, mind. Bisto has knocked WeightWatchers off the top spot, adding £10.1m; Slimming World has stormed into Iceland and the number three spot, knocking Young’s to fourth.
“Consumers now know they can get good value, trusted, quality meals from the frozen aisle,” says Andy Bolton, head of category at Kerry Foods, which manufactures Bisto and Sharwood’s ready meals, among others.
Value is still key in this market, of course, but so too is playing the foodie card. Bisto’s growth was partly driven by the March launch of the Chef Specials range, while Sharwood’s is up 2.4% to £8.6m, thanks in part to a new range of Chinese and Indian ready meals.
Birds Eye has added £6.5m with its premium Stir Your Senses range. Iceland also took a stab at premium ready meals, which included more than 20 dishes with an rsp of £2.59. “Their success may be due to authenticity being at the heart of the range, with the addition of fine spices and herbs to bring out the best flavours from top quality meats and veg,” says Iceland joint MD Nick Canning.
Posh is also a big factor in the strong performance by chilled ready meals. “We’ve seen phenomenal growth,” says Charlie Bigham, whose brand aired its first TV ad, launched a ‘for-one’ range and increased distribution. With own label dominating, Bigham says fighting on price only leads to duplication, “leading to a lack of choice for the consumer”.
Adding value is easier said than done in ambient as “consumers are less loyal” says Helen Taylor, brand director of quick meals and snacks at Premier Foods. Despite Batchelors’ £3.2m loss, she’s confident about the coming year. “Consumers are demanding more - they want tastier, quicker and healthier products, and are willing to pay more for these additional benefits,” she says. “There’s an opportunity to get shoppers to revisit the category and the introduction of premium products to it plays a key role in that.”
| TOP 5 Chilled ready meals | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: 3.4% | Total Category | 2,605.10 | 75.6 | 3 | ||
| Total Own Label | 2,290.00 | 73.4 | 3.3 | |||
| 1 | 1 | Rustlers | Kepak | 72.2 | 0 | –0.0 |
| 2 | 2 | Quorn | Marlow Foods | 69.7 | –2.2 | –3.1 |
| 3 | 3 | Charlie Bigham’s | Bigham’s | 24.7 | 10.4 | 73.5 |
| 4 | 5 | Feasters | Kepak | 15.5 | 2.8 | 22 |
| 5 | 4 | WeightWatchers | Greencore | 14.7 | 1.4 | 11 |
| TOP 5 Frozen ready meals | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: 0.7% | Total Category | 359.7 | 1.6 | 3.3 | ||
| Total Own Label | 177.1 | –17.6 | –9.0 | |||
| 1 | 2 | Bisto | Kerry Foods | 30.6 | 10.1 | 49.5 |
| 2 | 1 | WeightWatchers | HJ Heinz | 29.4 | –7.0 | –19.3 |
| 3 | NEW | Slimming World | Loxton Foods | 29.3 | 29.3 | ● |
| 4 | 3 | Young’s | Young’s Bluecrest | 13.7 | –4.7 | –25.7 |
| 5 | 5 | Kershaws | Kershaws | 12.8 | 1.5 | 12.7 |
Get 20% off the full category ranking. Click here and enter discount code NIELSENGROCER
| TOP 5 Ambient ready meals | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: –1.4% | Total Category | 268.2 | 3.8 | 1.4 | ||
| Total Own Label | 17 | –3.6 | –17.6 | |||
| 1 | 1 | Pot Noodle | Unilever | 78.8 | 2.2 | 2.8 |
| 2 | 2 | Batchelors | Premier Foods | 71.7 | –3.2 | –4.3 |
| 3 | 3 | Mug Shot | Symingtons | 26 | 0.8 | 3.2 |
| 4 | 5 | King Pot Noodle | Unilever | 21.6 | 5.7 | 35.8 |
| 5 | 4 | Uncle Ben’s | Mars | 14.9 | –1.7 | –10.5 |
Get 20% off the full category ranking. Click here and enter discount code NIELSENGROCER
No comments yet