British Food Gets A Boost At Waitrose

Thu, 16 Nov 2006
 
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Waitrose are set to meet the demands of consumers who want to see shelves stacked with more traditional British meals.

The food retailer is adding five new additions to its already successful 'Traditional British' cuisine range. The new meals to be added to the store’s range will include old favourites such as Lancashire Hotpot, Scotch broth, Irish stew, steak and ale casserole, as well as minced lamb with mint dumplings.

The new variety of dishes will be available at prices ranging from ₤1.79 to ₤3.49.

Customers are increasingly showing a more healthy appetite for traditional meals. While Indian dishes still remain at the top of the consumers taste list, British meals have now pushed Italian cuisine into third place.

The ready made meals market in the UK is now valued at ₤221m, according to sales data from TNS.

Not to be outdone Tesco launched a new range of traditional British ready made meals last month. Kathryn Bettles, lead food development manager at Tesco's said, "The big change for British cuisine has come about because the decline forced food suppliers back to the drawing board to rethink their recipes ."

The new launch by Tesco represented a high customer demand and a variety in consumer tastes for a more sophisticated approach to British food .

Waitrose's range of British ready made meals are produced using British pork and chicken, New Zealand lamb, and the same salmon, haddock and fish stocks that supply its fresh fish counter.

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