Long live lasagne, even in times of crisis

Covid was followed by another global crisis, which resulted in an unprecedented price increase of raw materials, energy and packaging materials. In our manufacturing processes, we also faced the challenge of sporadic shortages in the supply chain. But as it turns out, Mediterranean meals – lasagne in particular – are very crisis-proof.

Strong brands

Offering people value for money works. We saw our sales increase in all countries on the continent. Our beloved Come a casa® is making more mouths water than ever in Belgium and Central Eastern Europe – as evidenced by the targets we achieved in terms of brand awareness, purchase frequency and market penetration. Our rock-solid professional brand Vamos, in turn, performed extremely well in the Benelux and in the Spanish food service market. And the French food service, too, came out strong again after Covid.

In the United Kingdom, where our focus is on food service and retail with KK Fine Foods, we are seeing a full recovery. Following a dramatic period, the rotation and sales of frozen world cuisine meals are back at pre-covid levels. The future is looking bright.

Projects in the pipeline

In 2022, we consciously concentrated on perpetuating and maintaining our existing product and market combinations. Given the difficult supply situation, we prioritised our strategic partnership with existing customers. We pushed innovation, geographic expansion and channel expansion forward to 2023.

Yet we did not stop working on our growth. Sales, marketing, operations, and R&D collaborated closely to thoroughly prepare our 2023 launch pipeline, with the United Kingdom leading the way. The development and introduction of a new range of world dishes under well-known restaurant brands and chef brands has been an overwhelming success, which we will expand even further in 2023.

Reasonable price increases are a must …

In early 2022, Ready Meals was caught up by the sudden and sharp price increases of raw materials. On a financial level, the first half of the year proved disappointing, to say the least. But What’s Cooking? was quick to grab the bull by the horns. We persistently focused on sales excellence and price management to adjust prices for our customers in all fairness and transparency. It was a year of tough negotiations, but with impressive results.

… but consumer remains king

In 2022, unseen price increases and a continuing scarcity of raw materials made us fully committed to solidifying existing contracts and partnerships at prices that were fair for us and our suppliers. Today, still, our customers, partners and we ourselves are facing challenging times.

If needed, we shortened the duration of new contracts in view of the unprecedented volatility (read: increase) in raw material prices, wage costs, logistics costs and energy prices. But it goes without saying that, in each other’s interest – and that of the consumer – our sellers and customers must continue to look for solutions together to ensure our joint future.

My prediction for 2023? Through hope, perseverance, trust and mutual understanding, we will continue to bring our delicious products to the consumer, day by day.

Christophe Bolsius SBU Director Ready Meals