Iceland launches pub food range
Iceland is the latest retailer to launch a range of pub food inspired ready meals.
The frozen food supermarket is currently advertising its "Pub Grub" range of dishes in TV adverts on ITV1. The adverts are part of a £7.5 million TV, radio and press campaign for Iceland which feature the new range.
The six-strong range includes steak in peppercorn sauce with chips; braised steak in a rich onion gravy with mashed potato and Hunters chicken in a bacon and bbq sauce with spicy potato wedges.
The range has been introduced to bolster the company's takeaway offer. The frozen dishes cost £2.50 each.
A range of sous vide dishes inspired by restaurants called "Tendercooked meat" has also been introduced. The dishes are priced between £1.50 to £5 and include duck breast and lamb shank.
Iceland marketing director Nick Canning said: "With the economy the way it is and people staying in more the new ranges will give our customers an affordable treat at home.
"We have had a takeaway range of Indian and Chinese ready meals for years and this is the equivalent for pub grub."
M & S and Waitrose also offer a range of pub-inspired dishes. M & S's "Gastropub range" has recently been expanded to also include sandwiches.
