Sainsbury's new Supernaturals range of chilled ready meals is on course to turn over £12M by the year-end, bosses have revealed.
The 30-strong range, which was launched in January and developed in collaboration with Oscar Mayer, is being expanded to include an additional 10 product lines early next year, said Oscar Mayer group marketing director James Logan.
The meals, which are free from artificial flavours, colours, processing aids and preservatives, only have a six-day shelf-life - half that of conventional chilled meals. They are all low in fat and sugar, with sweetness coming instead from caramelised onion and coconut. Lemon juice is used instead of salt. Each meal contains one portion of vegetables or fruit.