Newburyport, MA – Greencore USA announces the growth of the Weight Watchers Fresh Meals product line and distribution area.
“In November, we will add five new meals to the current thirteen entrées in our Weight Watchers line of fresh (not frozen), portion-controlled, chilled prepared meals. The meals have been extremely well received, and through our research we have identified that consumers are actively searching out new flavors and meals options, especially when they use our meals as part of their weekly routine,” stated Mr. Chris Solly, VP Licensed Brands at Greencore USA.
Three of the new meals are unique – not currently offered by other prepared meal brands. The new meals are: Wild Alaskan Salmon Filet with chopped tomatoes on brown rice; Beef Steak Tips with redskin potatoes, vegetables and gravy; and a Southwestern Style Turkey Chili.
Mr. Solly continued, “Two of these meals, Wild Alaskan Salmon Filet and Beef Steak Tips, represent a broadening of the product line into a more premium meal offering. While currently all Weight Watchers Fresh Meals retail at around $2.99, the Salmon and Steak Tips meals will be offered at a higher price point of closer to $5.00. We see these as more of a premium ‘menu item’ versus the existing range of convenient entrées.”
Research also showed that customers were interested in the addition of Chinese and Asian meal options. Weight Watchers has responded by adding Chicken Teriyaki & brown rice, and Chicken Curry & brown rice to the product line, also debuting in November.
Chris Solly added, “We have a very good story to tell. Not only are we adding meals to the product line, but we are also growing the distribution area — namely through our relationship with key retailers in the Southeast. The Weight Watchers Fresh Meals are currently available in the Northeast, Mid-Atlantic and Mid-West regions, at nearly all major grocery stores as well as online at Peapod.com. Our latest distribution drive sees our Fresh Meals move into stores in North and South Carolina, Georgia and Florida, allowing consumers up and down the East coast the opportunity to buy.”
Weight Watchers Fresh Meals’ volume sales are significantly up this year-to-date, and Greencore has already sold over 20% more volume than all of 2010. The Weight Watchers Fresh Meals have seen 16 months of volume growth versus same month prior year, and sales figures show volumes have more than doubled in 2011.
Chris Solly commented, “We expect to see continued strong growth as supermarkets and superstores add new items in the fall to ready for January sales. January is a crucial time for the Weight Watchers Fresh Meal brand when there is a big jump in interest and sales as the population turns its attention to healthier eating and new resolutions after holiday festivities. We are looking forward to our strongest January yet!”
Additional information on the new Weight Watchers Fresh Meals and Deli Salads can be found at WeightWatchers.com/freshmeals and WeightWatchers.com/delisalads.
The Weight Watchers Fresh Meals and Deli Salads’ packaging features Weight Watchers PointsPlus® values. The new PointsPlus® program goes beyond calories, taking into account the energy contained that make up calories – protein, carbohydrates, fat and fiber – and factoring how hard the body works to process them (conversion cost) as well as their respective eating satisfaction (satiety). Also listed on the packaging are calories, grams of fat, fiber and protein.
WEIGHT WATCHERS on foods and beverages is the registered trademark of WW Foods, LLC. WEIGHT WATCHERS for services and PointsPlus are the registered trademarks of Weight Watchers International, Inc. Trademarks are used under license by GREENCORE USA. ©2011 Weight Watchers International, Inc. All rights reserved.
About Weight Watchers International, Inc.
Weight Watchers International, Inc. is the world’s leading provider of weight management services, operating globally through a network of Company-owned and franchise operations. Weight Watchers holds over 50,000 weekly meetings where members receive group support and learn about healthy eating patterns, behavior modification and physical activity. WeightWatchers.com provides innovative, subscription weight management products over the Internet and is the leading Internet-based weight management provider in the world. In addition, Weight Watchers offers a wide range of products, publications and programs for those interested in weight loss and weight control.
About Greencore USA
Greencore USA is the American arm of Greencore Group PLC, a leading international manufacturer of convenience foods. Established in 1991 in Ireland, Greencore Group PLC manufactures fresh prepared meals, soups, salads and quiches, as well as desserts and cakes. In addition, Greencore Group PLC is the world's leading supplier of fresh prepared sandwiches, producing over 4,000,000 a week. Greencore USA, based in Massachusetts, currently produces a range of fresh prepared meals under the Weight Watchers brand. Additional information is available at www.greencore.ie.
Source: Weight Watchers International, Inc.