Westbridge Foods has launched a new Thai-focused frozen ready meal brand called Kitchen Joy in Tesco.
The new range of six rice and noodle-based meals is rolling out in over 580 Tesco stores this month with an RRP of £2.75 and a launch price of £2. It features Thai classics such as Chicken Panang, Tom Yum, and Green Curry along with fusion dishes including Spicy Sesame Chicken Noodles. They are manufactured in Thailand by Westbridge’s parent company, CP Foods.
Tapping into the growing consumer demand for more authentic Asian flavours, Kitchen Joy offers “restaurant-quality” dishes that are microwavable. As consumers increasingly turn to shop-bought ‘fakeaways’ to treat themselves on a budget, Kitchen Joy’s packaging taps into the trend. In a first for the frozen category, the range comes in heat-and-eat style ‘cubes’, mimicking classic ‘takeout’ packaging.
The launch will be supported by a £1.5m brand investment during 2025.
Christa Bloom-Burrows, brand director at Westbridge Foods, said: “Thai is one of the UK’s favourite takeaways, but to date, it has been hugely underrepresented in ready meals, and we are proud to be bringing Thai-made options to the market. Gen Z, in particular, craves more authentic, convenient, and affordable in-store options, and we believe that Kitchen Joy’s unique Thai heritage and iconic ‘takeout’ style packaging will bring this ‘Instant Ramen Generation’ to the frozen aisle.
“With exciting marketing plans in the works and a fantastic launch partner in Tesco, we’re on a mission to make Kitchen Joy the UK’s number one Thai brand in frozen.”
