BEYOND PROTEIN
From launching premium handmade ranges to partnering with upcoming fruit juice brands, Simply Lunch has spent the past 45 years growing into a leading FTG supplier. So, they are blessed with an acute understanding of what’s coming next.
“The FTG market is shifting from volume to value,” said Simply Lunch marketing manager, Charlie-May Pike. “Consumers are eating less frequently, driven by health awareness, economic pressures and more considered consumption habits but expectations from every purchase are higher.
“Nutrition is evolving beyond protein, with balanced, functional eating taking centre stage. Fibre, gut health and overall wellbeing are increasingly important, alongside foods that deliver tangible benefits such as energy, focus and satiety.
“Flavour is also becoming experience-led. Demand is growing for authentic, globally inspired cuisines with clear provenance, with particular interest in Korean, Middle Eastern and Caribbean flavours, alongside techniques such as fermentation. This reflects a wider shift towards trust, transparency and cultural connection in food.”
And what’s also interesting is that traditional meal structures are clearly breaking down.
“Consumers graze more, replacing set meals with snacks and flexible formats that fit around their day,” continued Pike. “Health and sustainability remain key priorities.”
VERSATILE APPROACH
Understanding this shift is something the company has been working on tirelessly. Its premium MADE by Simply Lunch range has evolved into a 50-plus product offer, designed for multiple dayparts and a broad range of dietary needs.
It includes protein-rich snack pots, balanced salads and ready-to-eat meals, all developed to maximise basket spend while delivering on flavour, quality and satisfaction.
“Global flavour plays a key role. Products such as the Sammies Award-shortlisted Korean Style Vegetable Salad combine edamame, quinoa, red cabbage and kimchi. While carrier and ingredient choice further elevate the range. MADE includes tomato breads, turmeric wraps and ciabattas made with Wildfarmed regenerative flour, adding texture, colour and depth of flavour while supporting more responsible sourcing.”
Also, a premium packaging format allows customers to over-apply their own branding, giving flexibility in-store while maintaining a consistent, high-quality proposition.
“At Simply Lunch, partnerships are about more than product. We work with brands that share our values and align with our purpose of improving lives through delicious food. Most recently, we partnered with Flawsome! Drinks, introducing six of their wonky fruit juice lines. Their approach to using surplus fruit aligns strongly with our focus on sustainability and reducing waste.
“We have also expanded our partnership with YO! Sushi to include poke bowls and additional snacking lines, while continuing to work with Fairfield’s Crisps and Daily Dose juices to meet a wide range of consumer missions.”
And while costs are high and margins tighter, Simply Lunch is focused on staying close to customer needs and ensuring the food works harder.
“As part of the evolution of MADE by Simply Lunch, we have broadened the offer to balance premium with more core, accessible options. This includes a Roast Chicken Salad Sandwich and MSC Tuna Crunch Sandwich Skillet, alongside more elevated lines.
“By offering a mix of familiar, value-led products and more premium, flavour-driven options, we are helping customers meet multiple missions, drive footfall and maximise basket spend.”
