New food brand HIDE created by food service company Lean Kitchen Network starts life by being stocked by Tesco from this month. Its meals and salads contain 25g or more protein, 8g or more fibre and less than 5g of added sugar. The 10 new products will cover chilled meals, grain bowls and snacks and include Chicken Shawarma with Hot Honey Sweet Potato, Creamy Mushroom Pasta with Kale & Pecorino, and Jerk BBQ Pulled Pork, Green Chilli & Chickpea Grain Bowl.
The brand emphasises how it avoids artificial fillers, colours or flavours, no protein isolates and no added fibre powders. Its food manufacturer is Samworth Brothers. Consistency is a cornerstone with all meals and salads in the range built around the same standards. Meals contain two of your five-a-day and salads are one of your five-a-day, protein comes from whole food source and fibre from vegetables, whole grains and legumes.
Developed by chefs the six meals (£5 and £4 on Tesco Clubcard) and two grain bowls (£4.95 each) are serving BBQ Jerk Chicken with Jollof Rice (380g), Peri Peri Chicken with Roasted Sweet Potato (380g), Chicken Shawarma with Hot Honey Sweet Potato (380g), Creamy Mushroom Pasta with Kale & Pecorino (380g), King Prawn & Chicken Paella with Roasted Veg (380g), Malaysian Beef with Brown Rice (380g), Jerk BBQ Pulled Pork Green Chilli & Chickpea Grain Bowl (320g) and Peri Peri Chicken, Sweet Potato & Chickpea Grain Bowl (320g).
HIDE’s two grain bowls – ideal for lunch – will feature in the Premium Tesco Meal Deal as Mains for £6, or £5.50 with a Tesco Clubcard, including a drink and snack. Alongside the ready meals and grain bowls, HIDE is launching a protein bites snacking line: Chicken Tikka & Lentil Bites (50g) and Jerk Chicken & Sweet Potato Bites (50g) both priced at £1.50 or in the Tesco Meal Deal for £4.25 or £3.85 with Clubcard. Small pots of five bites are made from chicken, vegetables, herbs and spices.
Faraz Nagree, HIDE founder and chief executive of Lean Kitchen Network commented: “Eating well shouldn’t be this complicated. There’s more noise, more conflicting advice, and more pressure around food than ever before, but the meals that are actually good for you are still out of reach for most people, too expensive and too inconvenient. That’s the gap we’re trying to close. HIDE is built around one simple belief: that our meals should taste incredible, be made with honest ingredients, and be priced so that more people in the UK can eat well every day. This is just the start…there’s a lot more to come.”
Sam Watkins, Tesco category director for prepared foods, declared:“We know how much our customers value choice, and launching HIDE exclusively into our stores adds exciting products for those looking for great options. Whether it’s lunch, dinner or a snack, the range offers a selection of fibre and protein-rich ready meals, grain bowls and snack pots that taste great.”