- THE MAGAZINE
- FOOD MASTER
Weight Watchers International Inc. is literally taking a fresh approach to packaged food sales. The New York, N.Y., weight loss giant is partnering with Greencore USA, Newburyport, Mass., to produce and market refrigerated Weight Watchers prepared packaged meals and deli salads at East Coast supermarket deli, ready-to-go and meat departments.
"Weight Watcher fresh meals and deli salads represent one of the few ways retailers can significantly change the fresh food landscape in their stores, with instant results," says Chris Solly, Greencore vice president of licensed brands. "By bringing new consumers to the department and then having them purchase additional items, retailers get a double sales benefit from stocking these items. Consumers are the constant look-out for new and interesting. And when it comes packaged with a strong brand delivering fresh, tasty and convenient food, it is a recipe for strong incremental profits."
Officials say there are 13 Weight Watchers Fresh Meal varieties all packaged in 8-ounce servings. Flavors include Vegetable Lasagna, Meatloaf with Mashed Potato, Three-Cheese Macaroni, Mediterranean Chicken and a Chicken & Mushroom Alfredo. Suggested retail is $2.99 per package.
There are six pre-packed Weight Watchers Fresh Deli Salads in 7-ounce to 9.8-ounce clear plastic tubs. Varieties include Chicken Salad, Rainbow Pasta Salad, Coleslaw, Potato Salad, Seafood Salad and a Macaroni Salad. Suggested retail is $1.99 to $2.99.
Greencore USA is the U.S. arm of Ireland's Greencore Group PLC, Dublin.