BWG Foods partners with Irish suppliers to develop new fresh ready meals brand

‘Fresh Choice Kitchen’ brand now available in over 600 local stores nationwide 

Projected sales of over €1 million annually

Leading retailer and wholesaler, BWG Foods, has today announced the launch of a new range of high-quality fresh ready meals, which is being rolled out across its network of over 1,000 EUROSPAR, SPAR, MACE, Londis and XL stores nationwide.

The launch of ‘Fresh Choice Kitchen’ follows a partnership with a number of Irish suppliers to bring a new range of quality but affordable fresh and chilled convenience products to the marketplace, with a focus on sustainable, environmentally friendly packaging. Suppliers include Galmere Foods, Galway; Swift Fine Foods, Monaghan; Prestige Foods, Kerry and Aveo based in Dublin.

New brand

The range, which is now available in 600 local EUROSPAR, SPAR, MACE, Londis and XL stores nationwide, includes products in traditional chilled convenience categories such as ready meals but also includes new areas for BWG Foods’ private label range such as chilled desserts and fresh pizzas. 

BWG Foods has launched the new brand to equip its retailers with a high-quality compelling offering that will allow them to increase their share of the fast-growing fresh ready meals market. The market in Ireland now is valued at over €87.5 million annually following growth of almost 7 percent over the last year. BWG Foods is projecting sales potential of approximately €1 million annually for its new brand and has plans to grow the brand nationally through a series of targeted marketing campaigns. BWG Foods also plans to expand the range further in the future in line with new consumer trends and appetites.

Sustainability commitment 

As part of BWG Foods sustainability commitment, Fresh Choice Kitchen has also been developed as a highly sustainable brand, using locally sourced products where possible and recycled meals trays which are themselves recyclable. 

Commenting on the launch of the new brand, John Moane, Chief Commercial Officer, BWG Foods said: “The current pandemic has accelerated the need for retailers to extend their fresh food offerings with consumers increasingly searching for quality, ultra-convenient meal solutions. A recent survey amongst our retailers showed that 28 percent of retailers identified the development of new fresh food offerings as a key investment focus for driving future growth. In addition, price and value was highlighted as becoming even more important to our customers in the immediate future. 

Fresh Choice Kitchen

“We are therefore very excited to launch Fresh Choice Kitchen, an innovative and extensive fresh ready meal range that will allow our retailers to provide high-quality, environmentally friendly, and ultra-convenient products at a competitive price point to meet the new needs of today’s consumer. We’re also delighted to be partnering with local Irish suppliers in the creation of a new indigenous brand that has the potential to deliver great benefits to both consumers and retailers alike.”