A new meal launch, aimed at seniors, is a completely new concept to the UK food market and opportune with the decommissioning of meals on wheels.
The socially responsible brand and business had been rolling out in the South and are now have national distribution.
They use the sous vide method of cooking in half of their meals.
The method of sealing the meat or fish in an air tight plastic bag, combined with cooking it in water, often at lower temperatures and for longer periods than conventional cooking, serves to retain the meat or fish juices, making it tastier and more succulent.
On the Menu, is a range of frozen main courses and fruit dense desserts.
With the decommissioning of meals on wheels, expensive home delivery services and 4 million people living at home aged over 75, this presents an opportunity for the independent retailer to engage deeper with their local community, generate healthy sales and provide a service for more senior customers.
Developed by professional chefs and approved by dieticians, the single serve hand prepared portions are a complete meal for one with meat and vegetables, providing 1 of your 5 a day, designed to deliver high protein, lower fat and maximum nutritional value within a smaller format for better health and to reduce malnourishment.
Chosen from extensive consumer research, the mains
are available in six variants:
• Savoury Minced Beef, Broccoli, Mash Potato & Yorkshire
Pudding (1 of your 5 a day)
• Beef Ale Casserole, Broccoli Florets & Baby Potatoes (Low
• Gammon in Parsley Sauce with Carrot & Swede Mash and
Baby Potatoes.(Low Saturated Fat)
• Pork and Apple Casserole, Baby Potatoes, Peas, Broccoli and
Carrots (Low Saturated Fat)
• Lamb’s Liver in Onion Gravy, Mash Potato, Carrots, Green
Beans and Peas (1 of your 5 a day)
• Pot Roast Chicken, Carrot & Swede with Baby Potatoes and
Peas (Low Saturated Fat)
• Apple Custard Crumbles with Cinnamon in a single serve twin
All products are compliant with Care Home Food guidelines and British Heart Foundation and Cancer Research recommendations.
The range has launched into independent stores across the South including Hunts Food Service and roll out is planned across the rest of the country from May.
The compact packaging enables maximum usage of limited space in convenience and independent retail trade stores.
On the Menu has a solus position in the Pensioner Aid Campaign running from May to July this year, whereby 1 million pensioners cross the UK will receive a dedicated voucher booklet.
Elizabeth Jones, founder and MD said:
“According to recent research, there are now 12 million pensioners in the UK and at least 1 in 7 seniors who live at home are malnourished.
“Adults Services is decommissioning Meals on Wheels, as we know it, started last year in 2011, supported pensioners will be given the funds to purchase their weekly meals.
“It is difficult for both carers and older people to find the right sort of food in shops locally that meets health needs food preferences.
“The levels of malnourishment of those living at home is testament that what is available is not delivering adequate nourishment.”
The regional launch will be supported by local community marketing and PR.
On The Menu mains launch at rrp at £2.29 (250g portion), On the Menu desserts rrp at £1.49 (100g x 2) and are available in independent stores and through Hunts Food Service across the South.