Success Case Study: Charlie Bigham's Ready Meals; Offering a new ready meal concept to ingredient-aware consumers
The ready meal category is predicted to experience a CAGR of 1.13% in the UK between 2015 and 2019, partly due to the increase in time-poor consumers wanting something quick and efficient. This has led to many launches in mass-produced ready meals, but skepticism about processed foods is creating demand for transparency around ingredients. While ready meals are often an essential part of time-poor lifestyles, consumers generally do not want to sacrifice perceived healthiness and quality of consumption experience. The ready meal industry must try to convince consumers that health and convenience can be complementary.
In terms of value, Bigham's ready meals are strong due to their usage of fresh ingredients. Simplicity of ingredients is a key strength for healthy products.
Bigham's recipes are constantly refined. It is important to remember that a product is never perfect, and there is always opportunity to improve. The underlying message of a success such as Charlie Bigham's is that incremental improvement to a core product can be more valuable than trying to enlarge an offering with extensions.
Authenticity is also a key factor when making purchase decisions, especially for premium items. Authenticity is associated with high quality, as it suggests that the product is made from good ingredients in smaller batches. This quality is often seen by consumers as lacking in many industrially produced ready meals on the market. Their model differs from Bigham's range, being based on price, preparation speed, and shelf life.
""Success Case Study: Charlie Bigham's Ready Meals"" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Charlie Bigham's ready meals. It delivers the critical ""what?"", ""why?"", and ""so what?"" analysis to teach you crucial lessons that increase your chances of launching successful products.
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