Cook Foods is set for its “biggest launch” to date, with a new pan-Asian range of “takeaway” ready meals and sides.
The 26 new and improved lines are inspired by classic Chinese, Malaysian, Laotian, Thai and Korean dishes, and will hit freezers on 31 March. It’s the first time the business has brought Asian-inspired products into a single category, marking a major refresh and expansion of its Takeaway category and packaging.
“This is the biggest launch the business has done in as long as anyone can remember,” Cook chief commercial officer Ashley Davis told The Grocer. “We know that takeaway resonates really well with customers, but we’ve kind of been missing cuisines that now can sit under this house of pan-Asian.”
The range had focused on popular Asian-inspired takeaway classics, “done in a Cook way”, Davis said.
It includes two new “first to market” frozen ramen products, a chicken and shiitake mushroom, and tofu and shiitake mushroom. Customers will need to add water to the “luxurious” base of frozen pastes and ingredients.
Other products include a Naked Katsu Chicken (£5.95 for one, and £9.95 for two), a Pulled Beef Rendang & Turmeric Rice (£6.25 for one, £10.95 for two), as well as a range of new side dishes, including Teriyaki Chicken Wings (£4) and Edamame Beans (£3.50).
“It’s all the stuff we want to do as a brand, which is deliver value through something that’s quite hard to recreate at home,” Davis said.
Cook has also expanded its Thai and Indian ranges and brought some of its Asian-style products from its core lines into the new pan-Asian range, including its Korean BBQ beef and Teriyaki salmon.
Overall, Cook has increased its total takeaway range by 50% as a result of the launch.
Step change in Cook’s NPD efforts
The range marked a “step change” in Cook’s approach to NPD following its expansion into cooking sauces last year, Davis – who joined the business from Leon in July – said. Previously, other than at Christmas, Cook’s launches have been limited to a handful of new products drip-fed throughout the year, rather than a single large drop of products.
Pan Asian will be heavily promoted to Cook customers through its shops and through email campaigns. However, unlike posh ready meal rival Charlie Bigham’s, there are no immediate plans for a TV push.
“The ambition is that we will carry on doing this style of launch,” Davis said. “So there is a very common theme and plan that we can really get behind as a business and communicate clearly to customers.”
It’s the first in what is a slew of new NPD set for the next year, as Cook seeks to adjust its offer away from its historic focus on “occasions” to target more “everyday” meals.
Cook has seen sales of its entertainment lines like desserts, starters and larger portion meals fall as customers have traded down to its single and double portions during the cost of living crisis.
“Discretionary spend is under pressure. We’ve definitely seen that. But from a positive point of view our everyday space is performing really well and is holding the business together,” Davis said.
Cook also plans to refresh packaging across its other core ranges, and is reducing the size of its entertainment ranges, in favour of more “everyday products” to capitalise on that trend.
“We want to part of customers’ weekly plan for food – we want them to have a Cook night every week,” Davis said.
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