The Dutch supermarket chain, Albert Heijn (AH), recently introduced five fresh packs to the market. They did so by combining successful meal packs concepts with vegetable convenience.
“Consumers are becoming increasingly aware of the importance of healthy eating, and vegetables' role in that. At the same time, people find it difficult to prepare tasty, convenient, healthy meals. This is due to a lack of time and inspiration," says AH spokesperson, Pauline van den Brandhof.
Vegetable convenience means being able to eat fresh vegetables easily. In these fresh packs, AH combines different pre-cut vegetables and other ingredients. Consumers can use these to put a vegetarian meal on the table, with no preparation, in no time.
“These meals are surprising and freshly made by the consumers themselves. Yet, they are also quick and convenient. In week 19, we introduced Pad Thai, Chili con carne, Risotto, Lasagne, and Moroccan couscous varieties.”