Insights2020 TrendsHealthy convenience bridges fresh and packaged

Healthy convenience bridges fresh and packaged

Over-committed, busy modern lifestyles has led to a surge in short-out, DIY options over the last few years – and now they’re making their way into fresh, including product innovation, more in-store food service options and fresh pre-prepared meals, or shelf stable meals kits that bridge fresh and packaged. In June 2019 Woolworths Group invested A$30 million in Marley Spoon and later Coles joined the party with its What’s for Dinner offering. According to Neilsen, meal kits tick a lot of boxes for Australian shoppers – they’re convenient healthy and fresh, reduce food waste and support potation control. Freshness in particular is one of the top drivers for Millennials and Gen Z.

Look out for more fresh, refrigerated snacking options, like protein bars, probiotic bars and drinks, dairy alternatives and preservative free snacks that bridged packaged and fresh.  In packaged snacks expect to see more protein snacks, functional snacks and savoury puffed or dehydrated vegetables, such as chickpeas, beetroot, kale, broccoli, cauliflower, jackfruit and mushroom.

See it in action

Super Cubes

Created by 40 Forty Foods and acquired by New Zealand dairy manufacturer Keytone Dairy in 2019, Super Cubes flagship product is a frozen smoothie solution geared to give busy consumers maximum health results for minimum effort. Initially launching via its own online store, Super Cubes is now available in Woolworths and independents nationally.

Co-Founder Ashley McMillian, says Super Cubes capitalises on the growing demand for convenient, healthy ready-to-eat meal solutions, also known as “speed-scratch”.

“If you previously wanted to make a smoothie like this, you’d need an hour shopping, a fridge full of fresh ingredients, a cupboard full of extras and 20 minutes of preparation, “says Mr McMillan. “Consumers have always seen juices and smoothies as a convenient way to consume more fruit and vegetables, but increasingly Australians are overcommitted and pressed for time. So, anything that easies the pressure is welcomed. “In the past year Australia’s ready-made meals category reached $900 million, with the number of Australians consuming breakfast drinks and purchasing single serve blenders have been on a sharp incline.”

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