Bakkavör kick-starts Hairy Biker food brand

By Anne Bruce

- Last updated on GMT

Bakkavör kick-starts Hairy Biker food brand

Related tags Food Cooking

TV celebrity cooks The Hairy Bikers launched a range of ready meals this week as they start to build their own food brand.

The initial range consists of six chilled dishes made at fresh foods supplier Bakkavör’s Katsouris Fresh Foods manufacturing site in Park Royal, London.

The Hairy Bikers are now working on a follow-up range of meals and are also looking at curries and puddings, as well as seasonal products such as wraps for next spring, according to a Bakkavör spokeswoman.

The first tranche of products includes Si’s Mam’s Cottage Pies, Slow Cooked Daube of Beef and Oven Baked Cauliflower and Broccoli Cheese.

Traditional prepared meals

The aim has been to create generously-portioned traditional prepared meals that taste like home cooking, using high quality British- sourced ingredients wherever possible.

Products are designed for two people and are designed to be cooked in a conventional over. They cost £3.50 to £4.20 for the side dishes and £5.30 to £7.50 for the main meals.

Currently exclusive to Tesco, the initial range will be rolled-out across other major retailers later this year.

Guy Hayden, convenience sector marketing manager at Bakkavör said the launch demonstrated the company's, “product innovation and ambitions in the UK’s fresh prepared ​[food] sector”.

The Hairy Bikers launched a range of crisps with Waitrose and Burts of Devon last year, and have also extended their brand into cookware, books and clothes.

Related topics NPD Chilled foods

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