New range rolls into Tesco, Asda and Ocado as brand expands beyond core meat products
HECK! is expanding beyond its core sausage, burger and meatball offer with the launch of a new Easy Mince range, marking the brand’s move into the growing mealtime solutions space and targeting shoppers looking to create popular family dishes with less preparation.
Rolling out at Tesco, Asda and Ocado this month, the range comprises three ready-to-cook products designed to give time-pressed cooks a head start on three favourite family midweek meals: spaghetti Bolognese, cottage pie and chilli con carne.
Easy Beef & Pork Bolognese, Easy Beef Cottage Pie and Easy Chicken Chilli Con Carne (£6 / 500g) bridge the gap between raw mince and ready meals. Each combines pre-prepared, seasoned meat and vegetables with just a couple of additional store cupboard ingredients needed to complete the dish, offering a convenient shortcut without losing the flexibility and experience of home cooking.
The launch represents a significant category extension for the Yorkshire-based brand, moving HECK! beyond its established line-up into meal-building solutions and creating another point of differentiation within the mince fixture.
It comes as HECK! looks to capitalise on continued demand for convenient home-cooking solutions. Mince remains a staple of the weekly shop, but deciding what to cook and finding the time and inspiration to prepare it can be a barrier for busy families.
HECK! co-founder Jamie Keeble says: “Mince is one of the most versatile and cost-effective proteins, but shoppers still need to decide what to make with it and then buy, prepare and measure everything else. With Easy Mince, we’re giving consumers a head start on meals they already know and love, helping remove the hassle from midweek cooking without sacrificing the experience of making dinner from scratch.”
The Easy Mince range:
Easy Chicken Chilli Con Carne Mince: A lighter twist on a traditional family favourite, combining lean chicken breast and thigh with red pepper, kidney beans, onion, seasoning and spices to provide a quick route to a wholesome chilli. 500g / £6 / Asda and Ocado.
Easy Beef & Pork Bolognese Mince: Takes the guesswork out of making one of Britain’s best-loved midweek dinners, combining seasoned beef and pork with lentils, tomato and herbs for a rich, authentic flavour. 500g / £6 / Tesco, Asda and Ocado.
Easy Beef Cottage Pie Mince: A short cut to a comfort food classic, combining lean British beef with peas, carrots, onion, tomato puree and seasoning, to create a rich, flavour-packed filling. 500g / £6 / Tesco.
All three products are high in protein and gluten-free, and use lean cuts of meat, reflecting HECK!’s established focus on straightforward protein-led products.
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