Chilled prepared children’s meal brand Little Dish is offering total transparency of its recipes by enabling customers to cook them at home.
In a category that has historically caused consumers to be sceptical about quality and health, the move is designed to reassure parents and caregivers that Little Dish meals contain only natural ingredients. The children’s food company wants to show that the same flavour of its meals can be recreated at home using fresh and store cupboard ingredients. It has now published all of its ten recipes on its website so consumers can cook the meals in their own kitchens.
Hillary Graves, Founder of Little Dish, commented: “We know that parents are quite rightly worried about the ingredients that go into pre-prepared food for their children, so we’ve made the decision to be completely transparent with our recipes to reassure parents that we only ever use natural, high-quality ingredients in our meals. We source British chicken and beef from UK farms and only use sustainably sourced fish.
“Now parents can make our recipes from scratch, as well as have Little Dish in the fridge on hand for those busy nights.”
NAM Implications:
- A fundamental change in stance re. marketing of prepared foods…
- …in that the consumer is offered/challenged to use the recipe and self-sourced ingredients…
- …and see if it tastes better self-made.
- Given that choice (and potentially offering valuable feedback to Little Dish)…
- …the convenience of the prepacked version becomes obvious.
- (scope for offering a meal-kit version to optimise consumer engagement…)
