From the end of September, Kerry Foods will produce seven variants, with refreshed recipes and new-boxed packaging.
Annabel Karmel said the move to Kerry would support its existing listings across Tesco, Morrisons, Iceland and Ocado.com. It added that it had NPD plans, including for plant-based meals solutions, to further grow the business in 2021.
“We’ve made incredible headway in supporting retailers to de-ice perceptions of the inferiority of frozen over fresh, but there is more to be done,” said company founder Karmel.
“Our 30 years of credibility in helping families to make good food decisions, combined with the exacting standards of Kerry Foods will be instrumental in giving even more families permission to shop the category.”
She said that she believed continued investment into the range and further education about the benefits of frozen food would help “entice” shoppers into the category.
The relaunch at the end of September 2020 will be supported by a £60,000 campaign, with print and social advertising, sampling, PR and a social influencer programme.
“The frozen prepared food category is worth £3.9bn and growing at 8.8% year-on-year,” said Ian Garrett, commercial director of Kerry Foods.
“We believe that the emerging segment of frozen kids meals is well set for significant growth, and we look forward to working with the Annabel Karmel team to realise this opportunity.”
New pack format
The new pack format is designed to give more prominence to the range’s nutritional credentials. It is intended to highlight that products are low in salt, provide one of the recommended 5-a-day helpings of vegetables and contain no artificial colours or preservatives.
Meals include Mild Chicken Korma and Scrummy Cottage Pie, plus NPD including Tasty Tomato Penne Pasta with five vegetables and Scrummy Spaghetti & Meatballs.
In 2011 Annabel Karmel said she had global ambitions for the brand.