Amy's Kitchen frozen food range targets UK

By Alex Brownsell, marketingmagazine.co.uk, Tuesday, 12 April 2011 08:30AM

Amy's Kitchen, the leading US healthy frozen foods brand, is pushing to break into the UK following the announcement that it has gained listings at Asda and Sainsbury's.

Amy's Kitchen: rolling out UK-specific range

The 20-year-old brand, which has annual revenues of about $270m (£164m) in the US, has hired design agency Honey to devise a UK-specific brand identity.

The packaging for variants such as Rice Mac & Cheese and Vegetable Lasagne is intended to convey a premium positioning, as well as a ‘personal and homey ethos’, reflecting the brand’s family ownership.

Damien Threadgold was recently appointed UK sales director to lead growth via grocery and health food channels.

This article was first published on marketingmagazine.co.uk