Premium ready meal brand, Charlie Bigham’s, has launched its most indulgent collection yet – the Brasserie range – exclusively in selected Waitrose stores.
Created to “bring dining out, in,” the Brasserie range aims to capture the essence of restaurant dining, with elevated dishes designed to be enjoyed at home.
The Brasserie range includes Beef Wellington (RRP £29.95), Venison Bourguignon (RRP £16.95), Coq au Vin (RRP £16.95), Salmon Wellington (RRP £19.95), and Duck confit & Pommes Anna (RRP £16.95). Each dish is hand-made in small batches in the brand’s London kitchen.
Recent research commissioned by Charlie Bigham’s revealed that 86% of couples agree that food is the most important part of a romantic evening, and nearly half (48%) would rather stay in than go out.
“Showstopping food doesn’t always have to mean going out,” said founder Charlie Bigham. “With the Brasserie range, you can have that same restaurant-quality experience at home – the kind of treat-worthy food you’ll want to take your time over and really enjoy together.”
Miriam Tellis, Head of Trading, Meal Solutions & Bakery at Waitrose, added: “Almost 30 years ago, Waitrose was the first supermarket to stock Charlie Bigham’s meals. Since then, they have become firm favourites with our customers, and we’re incredibly excited to exclusively launch the new Charlie Bigham’s ‘Brasserie’ range in selected Waitrose shops and online from today.
“This premium range includes delicious restaurant-inspired dishes, made from high-quality ingredients to create a special dining experience in the comfort of your own home. We’re excited for our customers to try it.”
NAM Implications:
- A big step forward in ‘posh’ eating-in.
- A natural for Waitrose.
- But a test of ABF’s recent move to a major shareholding in Cook Trading Ltd…
- ..in that, whether ABF will encourage Cook to follow Charlie Bigham’s lead…
- …or instead push Cook towards a mass market strategy.
