Frozen single portion pastes
Ice Kitchen is launching three frozen cooking pastes into 111 Waitrose stores nationwide from 30 March 2026.
The launch includes Thai Green, Thai Massaman and a Waitrose‑exclusive Indian Tikka Masala paste to the retailer’s frozen aisle.
The products are made by blending fresh, natural ingredients aimed at rising demand for healthy, clean label foods. The ingredients are then frozen to ‘lock in’ flavour and aroma, removing the need pasteurisation or preservatives.
Packaged up in individual portion, all three SKUs are positioned as convenient shortcuts and aimed at helping reduce food waste in the home.
“Our mission has always been to make scratch-style cooking easy, exciting, and full of real natural flavour. Partnering with Waitrose allows us to bring our frozen cooking pastes to more customers who care about quality ingredients and authentic taste,” commented Nishit Shah, managing director of Ice Kitchen.
George Holden, frozen buyer at Waitrose, added: “We are delighted to introduce Ice Kitchen to our food lovers, featuring a range of convenient, vibrant curry pastes – including a delicious Tikka Masala exclusive to Waitrose.
“This launch taps into a growing trend in how our customers shop: the freezer is no longer just a storage unit, but a premium food cupboard. As shoppers increasingly seek unprocessed shortcuts, these pastes offer a way to elevate mid-week mealtimes without compromising on quality or taste.”
Rustlers meal kits
Sandwich and burger brand Rustlers is moving into frozen ready meals with the launch of five Rustlers Frozen Meal Kits.
The £109 million chilled snacking brand owned by Kepak has centred the range around chicken, aiming to replicate familiar QSR‑style dishes for at‑home ‘fakeaway’ occasions.
The range features Crispy Southern Fried Chicken Feast Box, Irish Style Chicken Spice Box, and Spicy Breaded Fillet Burger and Waffle Fries for two.
Single‑serve options include Loaded BBQ Popcorn Chicken Wedges, and a Chilli and Garlic Chicken Gyros kit.
The products are designed to cook from frozen in around 15 minutes in an air fryer.
The launch will be supported by promotional activity included branded bay and aisle takeovers across retailers and an ATL digital communications (i.e. untargeted mass campaign) in an effort to reach more people.
The meal kits will land in Sainsbury’s, Asda and Farmfoods from 23 March.
Pringles Burger King
The crisps brand has teamed up with Burger King to launch two limited‑edition non‑HFSS flavours.
The limited-edition range is based on the fast-food joint’s Chicken Royale and Bacon Double Cheese XL burgers, with the collaboration running from April until the end of September to coincide with summer sharing occasions and big sport events.
The Chicken Royale combines flavours of fried chicken with mayo, lettuce, salt and vinegar and Burger King’s signature bun profile. The Bacon Double Cheese XL features flame‑grilled beef with notes of bacon, a slight sweetness, and melted cheese.
The range will launch with a recommended retail price of £2 in Booker, Bestway, One Stop, SPAR and Nisa. Straight packs will also be available in Asda, Sainsbury’s, Morrisons, Co‑op, Iceland and Tesco.
The range will include an on‑pack promotion offering a buy‑one‑get‑one‑free voucher for a Chicken Royale or Bacon Double Cheese XL which customers can take to participating Burger King restaurants.
Evie Pickering, assistant brand activation manager at Pringles said: “This exciting collaboration represents a true meeting of two iconic brands, both famous for bold flavours and an uncompromising commitment to delivering what consumers love. Working closely with the Burger King crew, our food development team has taken the unmistakable taste of two of the best-loved menu items and translated them into limited edition, non-HFSS Pringles, perfect for sharing.
“For retailers, it’s a partnership with real pulling power. Burger King brings instant recognition and a broad, loyal fanbase which creates immediate cut through at shelf. And when you layer in engaging in store support and a compelling on-pack promotion, it gives shoppers yet another reason to add to basket. With straight packs and £2.00 PMPs across channels, we’ve made it easy to stock and sell. We’re confident this collaboration available right through the summer will help our retail customers win big and score more sales than ever before.”
Higgidy Frittatas and Scone Bites
Fresh food manufacturer Higgidy is expanding its chilled range with its new Savoury Potato Frittatas.
The 130g single‑serve products (£3.25 RRP) include two variants: Greek Feta and Marinated Tomato, and Beechwood Smoked Bacon and Mature Cheddar.
Made with free‑range eggs, cottage cheese and onions, each offers at least 14g of protein per serving.
The vegetarian option includes a slow‑roasted tomato filling topped with Greek feta and marinated tomatoes, while the bacon offering uses outdoor‑bred British bacon smoked over beechwood with a caramelised onion filling.
The new products will be on sale from 8 April across major retailers including Sainsbury’s, Waitrose, Ocado and Tesco.
Higgidy has also announced the launch of its Savoury Scone Bites, which will available from 8 April on Sainsbury’s, Waitrose and Tesco shelves.
Coming in 130g packs containing six bites (£3.50 RPP), the scones can be eaten hot or cold and cater to the growing trend of on-the-go snacking.
Available Extra Mature Cheddar and Spring Onion, and Crushed Sweetcorn and Jalapeño, both lines contain a cream cheese filling and provide 3g of protein per bite.
Both the scones and frittatas also come as the demand for protein continues to hold centre stage.