Frozen meals made for pressure cookers debut at Walmart

Dive Brief:

A new line of frozen meals from Tiller & Hatch Supply Co. launched at Walmart Monday, according to a press release. The meals, which are backed by celebrity couple Jennifer Lopez and Alex Rodriguez, are intended to be nutritious and budget-friendly.
The frozen meals are designed specifically for an electric pressure cooker to reduce prep time and clean-up. Meals start at less than $3 per serving, and shoppers can order four, six or eight-meal bundles through the company's website or buy meals from Walmart. A portion of proceeds will be donated to charities.
The brand features eight different meal options including artisanal pastas, stews and soups. Meals are free from artificial flavors, colors and MSG and use meats without hormones and antibiotics.

Dive Insight:

For consumers who are short on time, Tiller & Hatch's meal line addresses the need for quick, affordable and healthy meals. This is a significant differentiator from traditional meal kits, which can be costly and require substantial preparation and cooking time.

Pressure cookers are becoming an increasingly popular at-home cooking tool designed to dramatically reduce cooking time. About 20% of American households own an Instant Pot, a pressure cooker brand that has developed a major following in recent years, according to company data cited by CNN Business.

The meal solution space continues to evolve, with more options available than ever for consumers who want ready-to-eat or quick-cooking meals. Frozen meals, in particular, are getting a revamp. In addition to Tiller & Hatch, meal company Mosaic launched a line of frozen, plant-based bowls earlier this year. Aqua Star seafood companylaunched a line of in-store, frozen meal kits Oct. 8, with options like crispy fish tacos and Cuban-style wild rockfish.

The decision to partner with Walmart for its initial launch may help Tiller & Hatch penetrate more U.S. households due to Walmart’s massive footprint. The intention of reaching consumers who want budget-friendly food is also in line with Walmart’s commitment to providing low prices.