Convenience food has long been associated with speed. But today's shoppers expect much more.
In this episode of Decoding the Shopper, host Thomas Hole is joined by Sarah Babb, Marketing Director at Ginsters, and Lewis Kain, Strategic Insight Director at Worldpanel by Numerator, to explore how evolving shopper behaviour is changing the role of convenience food.
Drawing on the latest Worldpanel shopper insights alongside Ginsters' brand transformation, the conversation explores how perceptions can be challenged through provenance, quality and innovation, while responding to changing lunch occasions and increasingly flexible eating habits.
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