Woolworths launches new ‘Delicious Nutritious’ frozen meals
Woolworths has launched a new frozen meals range brand ‘Delicious Nutritious’.
This rhyming range has been designed and is co-promoted by celebrity personal trainer Michelle Bridges, and aims to let shoppers know of the range as health conscious frozen meal options.
Woolworths said it decided to create the range with Michelle Bridges after discovering that 90 per cent of Australians feel they do not eat enough vegetables.
Each meal has less than 450 calories, has three serves of vegetables and rates at least a four star rating as part of the Federal Government’s Health Star front-of-pack rating system for promoting healthier food.
Options within the ‘Delicious Nutritious’ range are as follows:
- Chicken Pesto Pasta
- Beef & Tomato Casserole
- Asian Style Chicken
- Spicy Chimichurri Beef & Vegetables
- Salmon Fish Cakes
- Italian Style Chicken
- Moroccan Style Chickpea Tagine
- Mild Massaman Beef
The recommended retail price for each of the these meals at the time of launching is AUD$7.99.
Competition
According to Nielsen figures listed in Retail World’s December 2014 Annual Report, Lean Cuisine currently has the largest brand volume in the health-related frozen meals sold in Australian supermarkets with 47.9 per cent share. Weight Watchers followed with 30.1 per cent, McCain had 19 per cent of the market, while other brands make up the remaining 3 per cent.
