Hello Foodie Friends!
Welcome to this week's edition of GRATE. In case you missed it, the BrandBite programme closes for application this Monday 31st March. If your business is interested in applying, find all the details below or CLICK HERE to read feature on it from The Sunday Times.
The Gourmet Revolution in Home Dining Plus last chance to apply for BrandBite 2025!
This week's newsletter focuses on the premiumisation of at-home dining. As the lines between dining out and eating-in continue to blur, this compelling trend has emerged. Consumers are increasingly seeking to indulge in restaurant-quality meals within the comfort of their homes, transforming ordinary dinners into special occasions. This shift is driven by a desire to treat ourselves, elevating everyday moments into memorable culinary experiences.
With the rise of social media and a culture that celebrates gourmet experiences, individuals are more inclined to bring luxury into their daily lives. Investing in premium at-home dining allows consumers to indulge without the need for restaurant reservations. Busy lifestyles also necessitate convenient meal solutions, with the desire to enjoy gourmet dishes without extensive preparation. Another key driver of this trend is the cost of dining out. And whilst I am all for supporting the hospitality industry, sometimes finances just can't stretch that far. By opting for upscale at-home options, supermarkets have been ramping up its dine-in and ready meal offer, with a particular focus on premium lines.
Are you leveraging this trend already?? By tapping into the premium at-home dining movement, it presents an opportunity to meet evolving consumer preferences. Offering products that enhance the at-home dining experience can foster brand loyalty and capture a segment willing to invest in quality and convenience.
As always, enjoy the read,
Annie x
BY RUBY'S FREEZER CONCESSIONS IN SAINSBURY'S (UK)
In November 2024, By Ruby, a premium ready meal brand, initiated a trial partnership with Sainsbury's, introducing 18 of its gourmet meal options in approximately 10 stores. Dishes such as Grass Fed Beef Bourguignon and Three Cheese Macaroni Cheese are presented in branded vertical freezers strategically placed alongside fresh and ambient products, rather than the traditional frozen aisles. This placement aims to attract customers seeking high-quality, convenient meal solutions. The trial's success could lead to broader distribution across Sainsbury's locations. ByRuby was founded in 2018 by chef Ruby Bell and entrepreneur Georgie Soskin. Their mission was to bring chef-quality, handmade frozen meals to busy consumers who still care deeply about what they eat. Born out of a desire to combine convenience with proper, wholesome food, ByRuby champions honest ingredients, no additives, and recipes cooked just like you would at home.
M&S SLOW COOKED RANGE (UK & IRE)
Last month, Marks & Spencer unveiled its revamped Slow Cooked range across Marks & Spencer's Foodhalls, now featuring 35 dishes, including 13 exciting new additions. Originally a pioneer of the slow-cooked technique back in 2013, M&S has evolved the range to meet modern needs - offering maximum flavour with minimum effort.
Designed for convenience without compromise, the new line-up includes dishes from nine international cuisines and spans six different protein options, all ready in 60 minutes or less - a fraction of the time traditional slow cooking requires. It’s a clear example of how M&S is elevating everyday mealtimes with rich, comforting flavours and global inspiration.
CARBONE FINE FOOD'S GOURMET PASTA SAUCES (US)
In February 2025, Carbone Fine Food expanded its product offerings by introducing five new pasta sauce flavours: Sweet Pepper & Onion, Mediterranean Marinara, Black Truffle Alfredo, Mac & Cheese Alfredo, and Lemon Pepper Alfredo. These sauces are crafted by renowned chefs Mario Carbone and Rich Torrisi, aiming to bring restaurant-quality Italian-American cuisine into consumers' homes. The meticulous development process involved 37 rounds of testing to perfect each flavour, ensuring a gourmet experience for home diners. These sauces are available nationwide at Whole Foods Market and online, providing easy access for those seeking to elevate their home dining occasions. This launch reflects a growing consumer desire to indulge in high-quality, chef-crafted meals at home, transforming everyday dining into a special event.
WAITROSE 'NO.1' RANGE (UK)
Waitrose's introduced its premium No.1 range to cater to discerning customers seeking high-quality, luxurious food products. The range encompasses approximately 650 premium lines, including items such as Wagyu Beef, Heather Honey Smoked Salmon, and Salted Caramel Croissant Cups. In June last year, Waitrose relaunched the No.1 range, adding over 130 new products and updating 40 existing ones. This strategic move was aimed at enhancing the premium offerings and meeting evolving consumer preferences.
The relaunch contributed to a "significant uplift" in own-label sales, prompting plans for further overhauls of other own-label tiers and exclusive ranges throughout 2025. In the ready meal segment, the 'No.1' range includes dishes like Beef Bourguignon and Chicken with Lemon & Mascarpone, crafted with high-quality ingredients to deliver a restaurant-quality experience at home. This strategy aligns with broader efforts to enhance product offerings and improve market position.
THE BRANDBITE PROGRAMME 2025
The BrandBite training programme is an initiative by The Art of GRATE Food in association with Blas na hÉireann, and funded by Taste 4 Success Skillnet. This 15-week programme is designed to help food and drink producers build a strong, resonant brand that connects emotionally with customers. Through expert-led workshops and one-on-one training, participants will learn how to refine their brand identity, strengthen market presence, and achieve sustainable growth.
Who Is This Programme For?
This programme is ideal for food & drink producers who want to:
- Gain expert insights on defining brand differentiation, consumer research and marketing strategy.
- Overhaul their brand identity & packaging for a fresh new look.
- Understand the brand-building process and remove confusion around branding.
- Strengthen their brand, enhance market presence, and drive business growth.
Programme Value & Cost
Total Value: €20,000
75% funded by Taste 4 Success
Participant contribution: €4,997 (excl. VAT)
How to Apply
📌 Deadline: 31st March
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