Simply Cook is simply fantastic!

Shoppers at a North Yorkshire based independent supermarket can’t get enough of a recently launched range of fresh meals that have been specially created in-store using local products.

Sales of the Simply Cook range of homemade meals at Proudfoot in Newby, near Scarborough have soared since they were first put on the shelves in November last year.

Proudfoot director Valerie Aston said: “We knew we wanted to do this range and had lots of ideas so we went along to Northern Ireland last autumn with other Nisa members to see what they were doing over there.

“We knew we could start it up quite easily here using our own meat and our own production area and were very keen to give it a go.

“We spent a lot of time creating recipes as well as designing the packaging and the Simply Cook label.”


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The range, which comprises of five main courses and four vegetable side dishes with mains offered at two for £7 and sides at two for £3, is prepared and produced on site at the Newby store by the award-winning in-store butcher Keith Wilson.

He said: “We think the meals look appetizing and because they are homemade products, not mass produced, customers know they are getting great quality food that comes with the personal touch.

“We are always looking for new ideas and we look to others to see what they are doing and ensure we are on trend and are offering what our customers want.”

And whilst the range has been kept quite tight initially, for production purposes and to monitor sales, longer term plans include growing the range.

Valerie said: “Our sales figures show the meals have really taken off. Our customers are coming in to buy them and are making lots of repeat purchases. In the long term, we are planning to expand the range and are looking at different options such as soups, sauces and freshly prepared vegetables.”

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