Woolworths' latest ready meal release, the Dine In range, has 35 options that have been developed by in-house chefs for convenient and affordable family dining.
The range is being trialled across 100 stores in New South Wales and Victoria, and includes a variety of meals, with 800g-1.6kg sizes available for prices from $10-$25.
The products in the Dine In range were developed by Woolworths in-house chefs in partnership with suppliers, with every option made to cook within 35 minutes, and to be air-fryer friendly.
Since July 2023, Woolworths has seen double digit growth in prepared meals, with customer research showing that 40 percent of customers are cutting back on eating out, or not eating out at all, to help save money.
Matt Harbich, merchandise manager for Chilled Meals Woolworths, said that the Dine In range aims to cater to busy and budget-conscious customers who are looking for quick and easy meals for their families.
“We wanted to give our customers that feeling of a Friday night at the local pub or Italian restaurant in the convenience of their home, and importantly at an affordable price.
“Pre-made meals are getting tastier and better, and we have the benefit of our Woolworths Food Company team and supplier partners being able to create a range of tasty and hearty options for us to bring to market to test and learn based on current food trends. This allows us to continue to evolve the range based on what our customers want.”
Woolworths launched an initial trial in March 2024, selling over 90,000 products in the Dine In range. The company stated that the most popular products so far include:
● Mexican chicken with vegetables 1.6kg
● Chicken parmigiana with mash and vegetables 1.6kg
● Spanish paella 1.2kg.
The Dine In range is currently available in selected stores across New South Wales and Victoria, with intention to roll out across more stores based on initial customer feedback to the trial.
