Kerry Foods is aiming to tap into the growing Free-From category, which is forecast to reach £673m by 2020, with a range of new meal solutions from Pure.
The seven-strong range – featuring four lunchtime and three evening meal options – are all gluten-, preservative- and dairy-free, and use only natural ingredients with no artificial colours or flavours.
Alastair Gibbons, Pure Brand Manager, commented: “We have seen a macro shift in consumer perceptions about Free-From, with such products now appealing to a much wider audience.
“Free-From products are now purchased by one in three shoppers and our expansion into the ready meals category with Pure will broaden the options available by providing shoppers with an easy, natural, fresh way to eat free from that will fit easily into their busy schedule.”
To support the launch, the Pure brand, which also includes Pure spreads, Sunflower, Soya and Olive – has also undergone a complete refresh with new packaging and a new logo.
“The launch will be supported with high-level social media activity which will include talking to an engaged Free-From audience that is on the lookout for exciting new products within a category that has limited offering for people looking to cut gluten and dairy,” added Gibbons.
The four Pure lunchtime solutions carry an rrp of £2.85 (300g), while the three evening meal solutions will be available at an rrp of £3.50 (380g), and are available now.
