Poundland launches Cookit fresh meat & fish range

Poundland has launched a range of fresh meat & fish supplied by Nottingham-based DTS Food.

The Cookit-branded range is intended to give customers “an alternative to supermarkets”, with prices starting from £1.

It initially consists of 11 lines including ribs, steaks, bacon, sausages, mince, salmon and cod fillets. The range is being rolled into hundreds of stores this month.

It is intended to complement Poundland’s fresh fruit & veg, the full range of which is in over 60 stores, as well as its frozen & chilled offering, which is due to have reached about 350 stores by autumn.

Poundland said the latest range had been selected to help provide quality, low-cost meals in the cost of living crisis.

The variety discounter is also using a DTS app called ChillerFiller that enables orders to be placed by and delivered directly to individual or multiple stores. It’s claimed to reduce food waste, improve product shelf life and cut carbon emissions.

“Whether clothing, frozen food or homewares, over the past few years we’ve been significantly extending up what we offer our customers so they can find much more of their weekly shop in their local Poundland,” said Poundland commercial director Tim Bettley.

“At the heart of that transformation is great products and we know customers are going to love our new Cookit range – it gives them quality meat and fish at the amazing value we’re famous for.

“We’re proud to be the first retailer to carry the range.”

DTS Food CEO Nick Preston is also the CEO of online health-focused retailer MuscleFood. He left MuscleFood as CEO in December last year and returned to the business this summer, having founded DTS in the interim. Preston also created ChillerFiller.

He said: “We’ve worked with Poundland for the last six months to understand what they are looking for from a supplier point of view and importantly what they want to offer their customers in terms of quality.

“As a business we have significant experience in the food industry. We understand the importance, more so than ever given the current economic climate, of giving consumers good-quality products at the right price. Cookit will offer them just that.

“We’re already looking at extending the Cookit range beyond this initial range of meats and seafood.”

Poundland’s full Cookit range: