Merchant Gourmet, a UK-based pulses and grains brand, has entered the ambient ready meals category with the launch of its new ‘Meals in Minutes’ range.
Ready in just two minutes, the range aims to bring health, convenience and global flavours to the ambient meals category, using natural plant-based protein sources such as lentils, beans and chickpeas.
The range includes a Lentil & Chickpea Tagine, 3 Bean & Lentil Chilli and Thai Green Lentil Curry. The ambient pouches are naturally high in protein and fibre, contain one of the recommended five portions of fruit and vegetables daily, and are fully plant-based.
Richard Peake, managing director at Merchant Gourmet, said that while convenience is a must for busy consumers, many currently available ready meal options are either meat-based or use ‘highly-processed’ meat alternatives.
“ We’ve also seen increasing distrust of ultra-processed meat substitutes as a source of protein – 54% say they avoid plant-based meat substitutes because they are ultra- processed,” Peake commented.
“At Merchant Gourmet, we wanted to address this need for healthy, yet convenient food directly, with our high-protein, plant-based Meals in Minutes pouches.”
The range is available now in Sainsbury’s stores for an RRP of £2.50 per 280g pouch, and online via Merchant Gourmet’s website.
