Amy's Kitchen frozen food range targets UK

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Amy's Kitchen: rolling out UK-specific range
Amy's Kitchen: rolling out UK-specific range

Amy's Kitchen, the leading US healthy frozen foods brand, is pushing to break into the UK following the announcement that it has gained listings at Asda and Sainsbury's.

The 20-year-old brand, which has annual revenues of about $270m (£164m) in the US, has hired design agency Honey to devise a UK-specific brand identity.

The packaging for variants such as Rice Mac & Cheese and Vegetable Lasagne is intended to convey a premium positioning, as well as a ‘personal and homey ethos’, reflecting the brand’s family ownership.

Damien Threadgold was recently appointed UK sales director to lead growth via grocery and health food channels.

 

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