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Little Dish goes BIG

Adriana Motta
Mar 25, 2024
2 min read

The fan-fave brand known for its children's meals, expanded into the family dining segment with Big Dish, a range of nutritious, ready-to-heat complete meals designed for adult tastes while maintaining the brand's commitment to natural ingredients and nutritional standards.

Packaging of "Big Little Dish Spaghetti & Meatballs" with cartoon figure, purple label, and details like "100% Natural Ingredients" and "Big Kid Approved."

Product innovation

Big Dish utilises innovative cooking and packaging methods to preserve nutritional value and flavour during production and reheating. The product supports the healthy living trend as contains no artificial preservatives, colours, or flavours, using only kitchen cupboard ingredients and advanced flash-freezing technology to maintain freshness.

Three Big Little Dish meals on a table, labeled Spaghetti & Meatballs, Veggie Pasta Bolognese, Mild Chicken Tikka, surrounded by veggies.

Addresses the growing consumer demand for convenient yet nutritious family meals. Its competitive advantage stems from leveraging Little Dish's established reputation for quality children's food and extending it to the adult market.

The product bridges the gap between convenience and health, appealing to health-conscious parents seeking wholesome meals for the entire family.

Development

The concept emerged from consumer feedback indicating that parents who purchased Little Dish for their children desired similar options for themselves. The development process included extensive research into adult nutritional needs and taste preferences while maintaining the core brand values of wholesome, natural ingredients.

Dinosaur and bird characters with meal packs on a green background. Text: "Big Kid Approved" and "Big Little Dish." Playful mood.

Trend

The launch aligns with what Mintel terms the "holistic wellness" trend, where consumers increasingly seek convenient foods that support overall health.

According to Kantar Worldpanel data from 2023, the premium ready-meal market grew by 14% year-on-year, with natural ingredient claims driving purchase decisions for 68% of consumers.

Euromonitor International noted that 72% of families report prioritising meals that can be enjoyed by all family members, representing a significant market opportunity.