Baxters has extended into ready meals with two ranges backed by a £1.5m push.

Available from 21 June, initially from Asda, Fray Bentos Hunger Buster targets men and comprises five meaty recipes, including chicken curry & rice and beef stew & dumplings (rsp: £1.99/360g).

Alongside it will be a four-strong range of Baxters meal pots aimed at health-conscious women. Each variant contains fewer than 220 calories and up to two of a consumer’s five-a-day. Flavours include smokey mixed bean, chicken & quinoa, and Malaysian inspired chicken laksa (rsp: £2.49/250g).

The marketing campaign kicks off next month and includes print and in-store activity.

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