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BWG Foods Partners With Irish Suppliers To Develop New Fresh Ready-Meal Brand

By Maev Martin
BWG Foods Partners With Irish Suppliers To Develop New Fresh Ready-Meal Brand

BWG Foods has today announced the launch of a new range of fresh, high-quality ready meals, which are being rolled out across its nationwide network of over 1,000 Eurospar, Spar, Mace, Londis and XL stores.

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, the retailer noted.

BWG Foods announced that it 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-meal market.

The market now is valued at over €87.5 million in Ireland annually, following growth of almost 7% over the last year.



BWG Foods is projecting sales potential of approximately €1 million annually for its new brand, and it 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.

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% of [them] identified the development of new fresh-food offerings as a key investment focus for driving future growth. In addition, price and value were highlighted as becoming even more important to our customers in the immediate future,” Moane added.

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 meal trays that are themselves recyclable, the company noted.

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