The supermarket chain says it will invest the £10 million over a three-year period in what it describes as its “biggest-ever improvement to its ready meals range”.
Waitrose’s new investment will be visible from this week with the introduction of 29 new dishes in its No. 1 range and more than 30 refreshed recipes.
According to the retailer, the revamp has been designed to bring “restaurant-quality flavours” to customers’ homes.
Ready meals form an important chunk of Waitrose’s sales, with data indicating that close to half of its shoppers bought a ready meal in the past year.
Sales of ready meals are up 8% year on year, rising to 11% across its premium ranges, reflecting the role ready meals play as both a “special dinner at home” and a “convenient midweek option”.
The new No. 1 Italian range features five new dishes built around authentic ingredients, including Italian pasta, 12-month-aged Parmigiano Reggiano, Chianti red wine, Calabrian nduja and fresh herbs.
Its Slow Cooked Beef & Chianti Pappardelle contains brisket cooked for six hours, while the range also includes Nduja & Sausage Ragu Orecchiette and King Prawn & Tomato Linguine.
Waitrose is also launching a new 21-product No. 1 Indian and South East Asian Food Lovers’ Takeaway range, spanning mains, sides and snacks. The £18 meal deal allows customers to choose two mains and two sides, serving four people.
Charlotte Di Cello, chief commercial officer at Waitrose, said: “Customers shop with us because they trust our commitment to taste, however they choose to dine. A night off from cooking shouldn’t mean compromising on quality and taste.
“This investment is a step-change in our fresh ready meals, with authentic ingredients and cooking methods, new recipes and the flavours that make dinner at home feel special.”
All chicken meets Better Chicken Commitment standards, Waitrose says, while its beef and lamb are sourced exclusively from British farmers. The seafood selection includes Marine Stewardship Council (MSC)-certified fish and responsibly sourced prawns.
The supermarket’s £15 No. 1 Food Lovers’ Dine In for Two offer, which includes a main, a side and either a starter or dessert, will also be refreshed with new dishes including Chicken Forestier, Breaded Somerset Camembert and Ultimate Apple Crumble.
The new dishes are available from 9 September.
