Charlie Bigham, the UK’s avuncular purveyor of premium ready meals, launched a new offering this month with a sticker price that shocked even his well-heeled target audience: a beef wellington for two costing a shade under £30.
The ideal consumer was not the tired commuter seeking a hassle-free dinner, but would-be restaurant-goers unhappy with the rising cost of dining out.
“Showstopping food doesn’t always have to mean going out,” the eponymous brand’s founder said at the launch of his Brasserie collection which is pitched as offering “restaurant quality” meals at home. The range, which is exclusive to upmarket UK supermarket chain Waitrose, also includes coq au vin and venison bourguignon.
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