Baxters unveils new instant hot meals

This month will see Baxters Food Group launch two new ranges – Baxters Meal Pots and Fray Bentos Hun…

This month will see Baxters Food Group launch two new ranges – Baxters Meal Pots and Fray Bentos Hunger Bursters – into the instant hot meals market, which is worth £230m and growing at 12% year on year.

The Baxters Meal Pots range consists of four flavours, including Vegetarian Three Bean & Chipotle Pepper, Malaysian-Inspired Chicken Laksa, Smokey Mixed Bean, Chicken & Quinoa and Italian-Style Sausage & Mixed Bean.

Fray Bentos Hunger Bursters offer five recipes – Chicken Curry & Rice, Beef Stew & Dumplings, Bolognese & Pasta, Chilli Beef & Rice and Meatballs & Pasta – and are aimed at male consumers who want a filling, meaty meal.

A £1.5m marketing investment includes targeted print media advertising for both brands designed to raise awareness, said marketing director Jaspal Chada.

The Baxters 250g meal pot retails at £2.49 and the Fray Bentos 360g Hunger Burster at £1.99.