Speciality-Food-Magazine-March-2025

specialityfoodmagazine.com 23 F rozen food and ready meals are shaking off their reputation of offering poor quality meal solutions to time-poor shoppers. These days, not only are consumers able to buy restaurant- level three-course menus to relish at home but there’s a raft of options for those wanting to feed themselves – and their families – without the guilt that high-fat, low-nutrient conventional ready meals too often entail. Indeed, many producers in the fine food sphere are ticking all the boxes for the modern day consumer who is low on time but high on expectations. Yes, a meal solution created using HANNAH SPRINGHAM FARMYARD FROZEN KIRSTY HENSHAW KIRSTY’S NATALY KOMOVA IT’S ME & YOU CLINIC BINI LUDLOW BINI’S FINE FOODS MATT WHELAN FIELDFARE COMMENTATORS Ruby Bell, came from a fine food background – at the time of launching the brand in 2018 she was running a fine food shop in Chelsea – and the fact that the idea came to the pair when as a newmother, she was gifted delicious meals for the freezer from a friend. She wanted to share the relief that comes from knowing an enjoyable and nutritious meal for sustainably-reared meat, expertly partnered withmouthwatering sauces and accompaniments, and prepared by an experienced chef doesn’t come as cheaply as conventional ready meals found on supermarket shelves – arguably, questions are being asked from all corners as to how, and why, these foods can be sold so cheaply – but this isn’t as large a risk factor for fine food retailers as for the multiples. At long last, Speciality Food readers have a raft of fine quality, delicious frozen foods and ready meals to delight customers of all persuasions – including those who are seeking sustainable solutions. Quality comfort ByRuby is one such example of a producer borne from the desire to offer time-poor but discerning customers better than what they have traditionally been served. Milly Bagot, co-founder alongside the whole family is safely tucked away in the freezer. “It’s so important to us that the food tastes absolutely delicious every time, and we are very conscious of what kind of ingredients we use and that all of our packaging is recyclable,” begins Milly. “We’re trying to do something really good predominantly from a flavour READY, STEADY, COOK Pioneering producers are evolving the frozen and ready meal market to suit the demands of 2025’s consumer perspective” – co-founder Ruby’s chef experience is put to great use in the range – “and also by sourcing British, making sure we’re using the great artisanal producers that are in this country.” ByRuby uses Barber’s Vintage Cheddar, MSC-certified fish and high welfare chicken in its meals, so customers can be confident that while they’re cutting time from their to do list by purchasing ByRuby meals, they’re not compromising on quality or ethics. “Everything we use in our products you could find in your kitchen cupboards at home,” says Milly. “Absolutely nothing is ultra- processed and we don’t use any additives or preservatives.” People who care about where their food comes fromand require something convenient and wholesome are drawn to what we do and howwe embrace true culture MILLY BAGOT BYRUBY