Since November, the food discounter Lidl has been selling three ready meals in Sweden that are produced by Smålandskräftan using the Micvac process. They are to be launched on other European markets in the future.
„Our ready meals produced using the Micvac method taste like home-made. We have great confidence in this market launch and are planning to introduce the dishes abroad too,“ says Alexander Weiss, Purchasing Manager Food at Lidl.
Ready meals produced using a patented process
At the beginning of November, Lidl launched three ready meals under its Chef's Select brand. They are produced by Lidl's long-standing business partner Smålandskräftan with the Micvac-technology. The patented process gives the products a much longer shelf life compared to other ready meals, without compromising on flavour, nutritional value or consistency. This also means that artificial E-number additives can be minimised.
„For me as a buyer, it is extremely important that the products last as long as possible without compromising on quality, and the Micvac process ensures that they stay fresh for a very long time. As they have only recently come onto the market, we don't have any statistics yet, but we believe that they will reduce food waste.“ Alexander Weiss, Purchasing Manager Food at Lidl
Plans for an international market launch
The products have been well received on the market since their launch in November, and the aim is to introduce them to other European markets in the future: „I believe in the Micvac-method, and in the long term I hope that we will be able to export these dishes to other Lidl countries. We have wanted to expand the ready meals segment for a long time and this method allows us to do so with products with a high nutritional content that also taste good and look appetising,“ says Alexander Weiss.
Source: Micvac
