Fresh thinking: Reimagining our Ready Meals
The Fresh Meal Solutions team has spent the last two years working to ensure Woolworths is the first place customers think of for healthy, convenient dinners.
That hard work culminated in a huge category reset this April and May. We’ve introduced 146 Own Brand lines, a mix of 38 brand-new products and 58 updated favourites, plus another 47 fresh items across our Own Brand Signature and Fresh Menu ranges.
146
Own Brand lines
38
brand-new products
58
updated favourites
47
other fresh items
Quality you can see
A ‘Quality-First’ framework has been the basis for this entire category reset, centred on understanding what makes a product great, whether it’s an everyday favourite like spaghetti bolognese or a slow cooked grass fed beef bourguignon with pancetta. Every single product across all tiers and ranges have undergone a complete quality reset, improving appearance, taste, and texture. To achieve this, we’ve even drawn inspiration from global manufacturing best practices, including those in the UK, to ensure we have the best possible process by product.
We’ve also taken it up a notch with our Fresh Menu and Signature Collection ranges, with the inclusion of garnishes such as fresh herbs and shredded cheese, giving these products that home made and restaurant quality feel.
The right meal for every moment
We’ve tiered the range to help every customer find a product that caters to their needs:
;)
;)
Core range
;)
;)
Healthy meals
;)
;)
Fresh menu
;)
;)
Signature collection
Effortless shopping
We’ve also made the aisle a breeze to navigate. By introducing uniform packaging and colour-coding by cuisine, customers can find their favourites in seconds. This also helps our store teams restock more efficiently, using colour-blocked shelf-ready trays.
Better together
This wasn’t just an internal project. Working closely with our trade partners, we did a deep dive into our processes to balance value for customers with the high quality they expect.
This massive effort involved over 100 people across the business. It’s a proud step forward in delivering quality and convenience for every Australian table.
Read also
6 min readTrading pixels for plates
