Dive Brief:
- Harris Teeter announced the launch of its HT Traders Ready Made Meals line on Tuesday.
- The private label line, which features ready-made individual and family-sized meals and sides, is available in the fresh foods department in all of the chain’s stores.
- Private label has played a key role lately in helping grocers provide consumers with quick and easy meal solutions.
Dive Insight:
Harris Teeter’s new line of ready-made meals comes at a time when grocers have been ramping up foodservice offerings to nab consumers’ dining dollars.
SpartanNash, for example, at the start of this year launched a premium private brand focused on “gourmet flavors” with products including frozen pizzas and pasta. Giant Food has ramped up its focus on foodservice this year as well, noting at a store opening in January that it is dedicating more space and cases to meal options in new stores.
The HT Traders Ready Made Meals line spans cuisines such as homestyle cooking, Southwestern and Italian. Offerings include chicken alfredo, Italian sausage, macaroni and cheese, blackened chicken strips, enchiladas, fajita chicken with yellow rice, and meatloaf with redskin potatoes. Consumers can prepare the items at home in the microwave or oven.
“Our customers lead busy lives, and we at Harris Teeter understand the importance of convenience in the grocery shopping experience,” Danna Robinson, director of corporate affairs at Harris Teeter, said in the announcement. “Our new line of ready-made meals makes it easier than ever for our customers to indulge in a delicious meal.”
Harris Teeter said that prices for the items range from $6.99 for smaller side dishes to $19.99 for family-sized entrees. Most individual meals are priced at $9.99.
In May, Harris Teeter started offering a rotating selection of prepared foods for $5 at a dozen stores in the Washington, D.C., area.
Kroger-owned Harris Teeter has more than 260 grocery stores across eight states.