By Lynn Dornblaser, Mintel International
From Package Design magazine

The British sure know how to turn a package or a preparation concept on its head. A small marketer is marrying the focus on quality ingredients, optimal preparation methods, and shelf-stable packaging to offer a somewhat different solution to consumers. Look What We Found! has introduced a line of eight entrees and soups featuring ingredients from small, local farmers.

Billed as "gourmet convenience," the packaging across the line features photos of farmers, details about the crops or animals they raise, and recipe and meal-preparation information.
The 250-gram packs are designed to be part of either a “relaxed meal” (add a few additional components) or “posh nosh” (use the pouch as the beginning of a gourmet meal). The matte printing on the pouch and the wrap-around label send a unique message to consumers in a market accustomed to chilled tray-packs.

Perhaps the strongest justification for the package and the steep price tag on these single-serve meals ($4 to $7 U.S. online) is the company’s ability to source quality ingredients. This combination of promoting quality and convenience is particularly British.

Can this dual positioning work in the U.S.? Probably not at that price. However, as we see the growth of meal prep centers in supermarkets and the slow expansion of the "slow food" movement, discriminating palates just may warm up to the Look What We Found! concept.