U.K. retail chain Waitrose is investing GBP 10 million (USD 13.4 million, EUR 11.7 million) over three years to improve its ready-made meals portfolio, including adding seafood options.
That investment has already led to new products on its shelves, as earlier in September the retailer, which operates roughly 320 stores, debuted 29 new dishes in its No. 1 own-label ready-made meals line.
Developed by chefs drawing on regional expertise, new entrees include King Prawn & Tomato Linguine, Chicken Chettinad, Prawn Panang, Shanghai Beef, Jeweled Pilau Rice, and King Prawn Toast.
“For a grocer long associated with high-quality ingredients and scratch cooking, the investment reflects a simple idea: Food lovers may want a night off from cooking but still expect dinner to feel special,” Waitrose said, adding that the new range spans Italian, Indian, and Southeast Asian food and flavors.
In tandem with new launches, Waitrose has also refined its existing meal options.
For instance, some of Waitrose’s No. 1 Food Lovers’ Dine In for Two meals, which are priced at GBP 15 (USD 20, EUR 17.50) and include a main, a side, and either a starter or dessert, have been revamped. Customer favorites, including Fish Pie, Beef Bourguignon, and Wagyu Cottage Pie have been redeveloped using slow cooking and fresh vegetables to deliver rich, rounded flavors, Waitrose said.
“Customers shop with us because they trust our commitment to taste, however they choose to dine. A night off from cooking shouldn’t mean compromising on quality and taste,” Waitrose Chief Commercial Officer Charlotte Di Cello said.
The chain confirmed that almost half of Waitrose customers bought a ready-made meal in the past year, and sales are up 8 percent year over year in the category and 11 percent across its premium ranges in the same time frame. Additionally, ready-made meal sales are 23 percent higher on Fridays and Saturdays than during the rest of the week, reflecting the role they play as a special dinner at home.
The growth Waitrose has realized reflects overall retail trends across the country, as ready-made meal sales hit GBP 4.96 billion (USD 6.56 billion, EUR 5.7 billion) in the U.K. in 2025 and are expected to grow 12 percent annually to reach GBP 14 billion (USD 18.5 billion, EUR 16 billion) by 2034, per Market Data Forecast. The research firm attributes the burgeoning growth in part to rising demand for authentic global cuisine meals such as Thai and Indian dishes, as well as rising competition from meal kit delivery services.
