Tesco trials meal box concept online – and in some stores

Image courtesy of Tesco/Coley Porter Bell

Image courtesy of Tesco/Coley Porter Bell

Tesco is trialling meal box deliveries, with its first products on sale online and in a limited number of stores from today.

The supermarket has developed three meal box options in its Finest range as it looks to benefit from the rising popularity of meal boxes during the pandemic. Shoppers can choose from chicken, confit duck or ox cheek main courses. The size of the meals kit market has close to doubled during the pandemic, as more shoppers order easy to cook meals to make at home. Branding agency Coley Porter Bell, which has designed the packaging for the Tesco collection, says that before Covid the meal kit market was put at between £350m and £400m a year – but is now estimated to be worth £700m a year. Meal kit brands from Hello Fresh to Allplants have seen their business grow quickly during the Covid-19 pandemic and lockdowns, while restaurants have also started to send their food direct to homes around the UK via delivery partners such as Dishpatch. Now supermarket Tesco is testing the concept for itself. 

Ben Sherburn, head of brand at Tesco Finest, says: “With restaurants still closed and many celebrating their second birthday or anniversary in lockdown, we were keen to capitalise on the moment and offer our customers something special at home. Coley Porter Bell is our long-term branding partner and completely understands our ambition to offer a premium meal that replicates the feeling of eating out, at home. These boxes come without the hassle of a home cooked meal but with all of the satisfaction and bragging rights.”

The Tesco Finest Restaurant Collection is sold with the tagline, ‘Until your next meal out, enjoy the best meal in’. The boxes can be ordered online and bought in 215 Tesco shops from today. Of those, 73 offer click and collect options. 

Sam Stone, creative director at Coley Porter Bell, says: “At a time when we’re all looking to make meals at home a little more exciting, we’ve worked with our partner Tesco to turn change into opportunity with premium meal kits that offer customers restaurant quality meals without the restaurant prices. These boxes help bring an ‘occasion’ to life in your home, so it’s important each element of the design helps with that experience. After the year we’ve all had, we’re thrilled to help Tesco offer customers a little delight on the doorstep.”

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