Kerry Foods has launched a new range of “free from” ready meals under the Pure brand.

The seven-strong range – featuring four lunchtime and three evening meal options – is gluten- and dairy-free and uses only natural ingredients, no artificial colours, and is free from preservatives and artificial flavours.

Alastair Gibbons, Pure brand manager, comments: “We have seen a macro shift in consumer perceptions about free from, with such products now appealing to a much wider audience.

“Free from products are now purchased by one in three shoppers and our expansion into the ready meals category with Pure will broaden the options available by providing shoppers with an easy, natural, fresh way to eat free from that will fit easily into their busy schedule.”

To support the launch, the Pure brand, which also includes Pure spreads, Sunflower, Soya and Olive - has also undergone a refresh with new packaging and a new logo.

“The launch will be supported with high level social media activity which will include talking to an engaged free from audience that is on the lookout for exciting new products within a category that has limited offering for people looking to cut gluten and dairy,” adds Gibbons.

The four Pure lunchtime solutions will carry an RRP of £2.85 (300g), while the three evening meal solutions will be available at an RRP of £3.50 (380g).

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