Casual restaurant chains Giraffe and Ed’s Easy Diner are making their grocery debut following a tie-up between Boparan Restaurant Group and Tesco.
Rolling out today (17 September), four Giraffe-branded starters priced at £2.50 and six main meals for £4 each are landing in more than 300 Tesco freezers.
Described by BRG as a “variety of big flavour, world dishes”, they include Harissa Spiced Lamb Kofta (200g), Fiery Korean Wings (250g), Malay Vegetable Curry and Tamarind Duck Noodles (400g).
They are joined by two desserts from Ed’s: Cookie Dough and Banoffee Pie (rsp: £3/220g). Serving size for all 12 dishes is two people.
BRG acquired Giraffe in June 2016 from Tesco – four months before it bought the struggling Ed’s Easy Diner chain in a deal that saved 33 outlets but saw the immediate closure of a further 26.
The launch into grocery was “great news for Giraffe and Ed’s loyal customer base, who will now be able to access our brands through a new channel” said Tom Crowley, CEO of BRG.
“As we continue to develop our Giraffe and Ed’s Easy Diner brands, it is great to be entering the retail arena with an experienced and market-leading partner like Tesco,” he added.
“In the case of Giraffe, we are launching some brilliant new dishes representing the brand’s strength in classic and emerging flavours from across the globe, whilst our dessert choices from Ed’s Easy Diner are true American classics.”
BRG and Tesco would review the possibilities of additional stores and a range expansion later this year, Crowley said.
Tesco buyer Sonia Morland said the supermarket was “delighted to be launch partners with Giraffe and Ed’s, and to have the opportunity to introduce the debut retail ranges of two well-established and popular brands into our stores”.
She added: “It is also especially pleasing that Tesco shoppers will be the first to enjoy these new ranges, particularly since they offer the ideal solution for customers looking to treat themselves and their families to something more adventurous at mealtimes.”
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