Merchant Gourmet is continuing its push into the ambient meals category with a new range of products called Supergrain Bowls.
The range has launched in Tesco and offers a complete meal in a pouch with a balanced mix of pulses, grains & veg, with each containing at least seven different plant varieties (RRP: £2.50 – 220g pack).
The launch builds on the brand’s ‘Mighty Meals in Minutes’ strategy introduced in 2024 to meet rising demand for quick, nutritious options. With consumer expectations for convenience shifting, Supergrain Bowls are designed to meet the demand for complete meals that are ready in minutes.
The fibre-rich, protein-packed blends of grains, pulses, vegetables, and spices are inspired by cuisines from around the world, including Italian, Indian, Chinese, and Mexican.
With ambient meals now the fastest-growing segment across pulses and grains, Merchant Gourmet noted that it continues to outpace the market. The brand has grown gross sales by over 40% YoY in Q1 2025 and now accounts for over 80% of total category growth in RTE pulses & grains.
Richard Peake, Managing Director at Merchant Gourmet, said: “Our customers are no longer just looking for convenience. They want food that fits their busy lives but still delivers on taste and variety. The growth we’ve seen in the ambient meals space really emphasises this. Supergrain Bowls are a natural next step in our ‘Mighty Meals in Minutes’ range, a direct response to what we’re hearing from our customers. Listening closely to them is what drives our innovation.”
Michaela Neame, Head of Product at Merchant Gourmet, added: “The new range celebrates bold flavour and variety whilst making it easy to eat well. Our Supergrain Bowls are all inspired by well-loved world cuisines; from the smoky heat of our chipotle burrito bowl to the warming spices of the masala blend, it’s food that feels satisfying and different, without the hassle of cooking from scratch.”
