Ready meal manufacturer Symington’s launches online consumer sales

By James Ridler contact

- Last updated on GMT

Symington's has launched its own direct to consumer online platform
Symington's has launched its own direct to consumer online platform

Related tags: c-beauty, ecommerce

Ready meal manufacturer Symington’s has launched its own direct to consumer (DTC) platform in response to increased demand and a shift toward online sopping by consumers.

The new service offers bundles of pasta, rice and noodle ready meals from the manufacturer’s Mug Shot and Naked ranges priced at £10 – plus postage and packaging to the UK mainland.

Symington’s decision to launch its DTC channel follows research and training charity IGD forecasting 59.2% growth in online food sales by 2022​, boosted by the pandemic prompting an influx of new users.

COVID-19 challenges

Symington’s chief executive David Cox said the launch of the online-only platform had been fuelled by major changes in the retail landscape since COVID-19 drove many consumers online to shop for essential products.

“Now that lockdown is easing and demand for our brands remains strong, it feels like the perfect time to launch our direct to consumer platform,”​ said Cox.

“It’s become clear in recent months that there is plenty of space for brands to move into the direct to consumer market while continuing to work in partnership with retailers, so we are looking forward to seeing how consumers respond to our offering given the demand we’ve been experiencing.”

Frontline worker discount

Symington’s is to offer frontline workers – including the NHS, emergency services, social care workers and armed forces professionals – a 20% discount on all orders, through its partnership with Blue Light Card.

Food manufacturers could boost their revenues by 5% by opening DTC supply channels, according to a report from global supply chain management consultancy LCP consulting.

Heinz, Arla, Ugly Drinks and Kellogg are among the high profile grocery firms launching their own DTC platforms in the past year.

Symington’s DTC bundles

Mug Shot Favourites:​ On the Go Pots in four flavours – Cheese & Broccoli Pasta, Chicken & Mushroom Noodle, Sweet & Sour Noodles and tomato Red Pepper Herb Pasta

Mug Shot Classic Sachets:​ pasta and noodle sachets in four flavours – Roast Chicken Pasta, Tomato & Herb Pasta, Macaroni Cheese Pasta and Chicken & Sweetcorn Noodles

Mug Shot Vegetarian Classics Sachets:​ pasta and noodle sachets in four flavours – Sweet & Sour Noodle, Tomato & Herb Pasta, Creamy Cheese Pasta and Thai Noodle

Naked Favourites:​ Noodle and rice pots in four flavours – Singapore Curry, Thai Sweet Chilli, Thai Green Curry, and Japanese Katsu Curry

Naked Vegetarian Favourites:​ noodle pots in four flavours – Singapore Curry, Thai Sweet Chilli, Thai Green Curry and Cantonese Hoi Sin Duck

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1 comment


Posted by Paul Harvey,

I think you are missing a big opportunity by not manufacturing sizzles .So many years have passed since l was able to buy this product , it was a regular in our family and always a look foward to meal .It must be made to the origonal recipe and be vegan.Alternatively perhaps you would be willing to sell the recipe. ? I can still tast it after all the years .Thanks for your time Paul

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