Product Development for Ready-to-Eat Meals: A New Dish Concept for Tesco

Product Development

INTRODUCTION
The report aims to deliver an unique idea an concept of product development in the
current competitive market. These meals can be consume as raw or cooked, hot or cold. It could
have thorough re-heating, re-boiling or frozen ways. The ready to meal market is anonymously
taking rise in the modern world. These food packages and meals are beneficial in various ways
for consumers (Giazitzi,Ventat, Oglou,Boskou,2021). Ready to eat meals are found to be time
saver and convenient for those who are working in typical situation and apart from their homes.
The concept of these food packages are become crucial for many individuals which are healthy,
nutritious, effortless and ease in storage and handling (Granato and et.al., 2020). Therefore, this
report is going to create a new dish concept for the leading supermarket i.e. Tesco. The company
is taking immense growth in retail sector by providing varieties of goods and services across
worldwide locations. The company highly believes in innovation and bringing changes In
dynamic business world. The concept of free-from ready meal range will solve challenges for
their professional experts and office staff who are working remotely and away from family.
Therefore, the report will provide all the details about the products, unique selling points, food
safety measure and challenges to overcome bench top product formulation.
Dish development portfolio
Ready meal market trends including “Free -from Gluten, allergen and fairy free products”.
Market growth trends:
The ready to eat meal market is growing rapidly in UK. In current period, it took rise in
4.62% during 2021. The students, employees and professionals who are facing busy schedules
in life are the most preferable consumers of ready to meal food products. It has found that,
British people approx 3.5 billion are consuming ready to meals in their day to day life. The
market trends ready meals are supported with details. Ready to meals become necessity in the
light of health concerns. These meals are healthy and maintain good immune system which raise
its demand. The food with allergen free, Gluten free are the most innovative and required
demand for ready to eat products. The most growing trend in ready to meal market is the impact
on Covid-19. As these meals are easy to eat, serve and deliver through convenient platforms. The
immense impact of Covid-19 raise demands for ready meals due to health concerns as well as
restrictions to shop from market. It took positive growth in the UK and other markets as well.

Product which are free from diary and Caffeine are taking rise in North America and Asian
markets.
Packaging trends:
Consumer behaviour differs a lot in food and retail sector. Different individuals have
different values, perception to have food. There are trends and consumer behaviour which affect
on the purchase and sale of food. Packaging works as a sales technique that impact on the buyers
decisions. In ready to ear food packages, packaging trends are described below:
Technology enabled solution: the packaging of shelf-ready products needs to be packed
by smart techniques (Tang and et.al., 2018) It is require to check the quality, durability and
temperature and ensure freshness of product ingredients. This trend comes up with innovative
designs and outlook of product that attract customer.
Emotional engagement: For the ready to eat meals products, the packaging must involve
emotional attachments of customer culture, beliefs and taste. Adding feeling and emotional
appeal would lead to attract customer.
Vintage inspired designs: the people get inspired by the vintage stylish designs, fonts
and colours. It attracts people to experience product ones at a time. For ready to eat products,
organisation could try vintage graphics and designs which gave a subtle look.
Bench market visit:
According to individuals, these people are like to having ready to eat meals. Whereas,
individuals does not like to have these food in their daily routine. Out of individuals, are aware
about the free from products benefits and it indeed satisfy customer needs. The other are not
agreed with above question. individual have shared their views on product packaging which
shows that it is most important aspect for making sales. In which, 5 are disagreed.
Classifying your new product and its unique selling points
Target customer:
The main target customer for the Tesco are their office and business professionals. Apart
from them, the company will target the whole market especially the younger generation. It could
be understand through applying STP model:
Segmentation: as per this stage, the company segment potential customers as per
demographic and geographic factors. The Tesco will target for the free from Gluten and allergen

products to above the age group of 20 (Nikmaram and et.al., 2018). Also, ready to eat products
needs to be serve to above the age group of 10 and can be consumer by any age group.
Targeting: This factor focus on targeting most potential customer who are gems for the
company. The Tesco will mainly focus on office staff and professionals to provide them good
standard of living and people with middle income level or university students.
Positioning: The Tesco will position their products through regular promotions and take
feedbacks. It will keep good market presence in the eyes of customers.
Classification of new product:
The Ready to Eat food name as “Instant delight”. The name specifies the purpose and
kind of food that is going to be serve into market. Instant delight is a food truffle made up of
vegetables. These vegetables are cooked and presumed in such a way that could be consume
within 1 month by storing it in cool place. It gives a healthy and delight taste of cheese and
buttery flavour which will satisfy the hunger and it has ample amount of calories. It comes In a
truffle made with wheat and sauces which is filled with salted vegetables. All the ingredients are
perfectly made with natural substances which adds no artificial flavours and Gluten and allergen
free.
Competitive advantage:
The instant Delight will have many competitive advantage into the market. In terms of
price, ready to eat meals are not much expensive as it is made up of natural ingredients. Price
would be nominal which could be afford by lower to high class income groups.
This ready to eat meal is highly convenient as it contain a single, minimum sized package with
minimum weight (Chen, Zhang and Yang, 2020). The Tesco adds ready to eat shelf in
supermarket and also provide delivery through online.
The Instant delight serve highly nutritious ingredients that could be eaten on daily basis.
It provides a mixture of vitamins and proteins that will add value to their customer purchase. The
products promotes high sustainability standards as it avoid any flavours or substances which are
not effective for health. The company supports the society and environment through preparing
instant delight packages with handmade that reduce wastage of natural resources and promote
farming.
This product is likely to gain huge demand into market. In the situation of Covid-19,
people are often shifting on diary products and other organic substances. The Instant delight will