Woolworths has launched a new frozen meals range brand ‘Delicious Nutritious’ designed co-promoted by celebrity personal trainer Michelle Bridges. The products are aimed to let shoppers know of the range as health conscious frozen meal options.
According to Australian media, 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.
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.