When I say ‘microwave meal’ to you, what do you think of? Soup? A jacket potato with a cardboard bottom? A dubious looking ready meal with enough salt content to cater for half of Lancashire? Still? Really? Well, let me tell you times have moved on.
Chilled food has been on a steep upward curve since 2013 and the disturbing Horsegate Scandal swept through food manufacturing. I realise this was a despicable and trust-destroying time but may be it wasn’t such a bad thing. The news stories forced consumers to demand more from manufacturers and it made manufacturers more accountable for full food traceability and sourcability. We have become obsessed with where our food comes from and we have, rightly, become distrusting of re-constituted, Frakenstein-food.
Thankfully there are a number of marvellous-microwave-meal-masters out there that have dedicated themselves to not only producing food with credible provenance but food that pushes the boundaries and expectations of what can be cooked in the microwave.
I love discovering new food pioneers and Street Monkey is a fabulous example for you to gorge on…
Appeals to: fine food aficionados, time poor hunger-bursters and just about anyone really
The packaging is the lifeblood of the branding here and it really inspires the authenticity of Indian Street Food and tiffin boxes. The colours are bright and vibrant and, more importantly, will serve to disrupt the bland chiller. The Street Monkey branding is strong and I do think more could be made of the character reference to bring some personality to the products.
£6.00 – now, this price point says two things to me: quality and luxury and the food delivers against this. My concern for this product and price point is that it limits stocking points. The quality of the food deserves the price point but, in most mainstream retail outlets, it would be an outlier. It’s important when pricing a product to consider what will be surrounding it. High-end retailers stocking Charlie Bingham et al should welcome this product and price with open arms but it may be too much of a stretch for the middle market.
Phenomenal. I cannot convey how good the quality of the food is. Take whatever you thought about Indian ready meals and tear it up; this has the potential to be a game changer.
The slow-braised beef madras is up there with the best curry I’ve ever tasted, ready meal or otherwise!
Verdict – in a word, game-changing! This product and brand has huge potential with a couple of tweaks and a targeted go-to-market strategy it could take over the chilled shelves. Seek out this monkey and take it home!
Any comments, thoughts or questions? Or are you a fine-food-hunter yourself and you want to offer me some tips? Leave a little comment below because sharing is caring!