The convenience food aisle has long been dominated by ultra-processed options, but priorities are shifting. A recent survey by the British Nutrition Foundation found that 61% of UK adults are concerned about the amount of ultra-processed food in their diet. Meanwhile, NHS data suggests that only around a third of adults meet the recommended five-a-day target for fruit and vegetable consumption.

Yet convenience continues to shape the way we eat, leaving many of us caught between aspiration and reality. We might have every intention of cooking from scratch, but when the clock creeps towards 8pm and we haven’t even had a shower, practicality often trumps principle. A new brand on the supermarket shelves is freeing us from that trade-off, so we no longer have to choose between the two.

Frood, founded by entrepreneur and television personality Frida Redknapp, is a new range of whole-food cooking blends designed to help families prepare nutritious meals in around 20 minutes. Having launched exclusively in Marks & Spencer and Ocado on 1 June, the range aims to bridge the gap between convenience and wholesome home cooking.

What’s in the range?

Created from real ingredients including dried vegetables, fruits, grains, seeds and plant proteins, the blends are meant to eliminate much of the preparation associated with cooking from scratch. You simply add your preferred protein source, along with water and oil, to create a complete meal. The initial range consists of four products:

• Swedish Meatballs
• Bella Bolognese
• Golden Curry
• Mexi Fiesta

Each recipe has been developed around familiar family favourites, with a focus on delivering fibre, protein and vegetable content without relying on ultra-processed ingredients. According to Frida, the concept was born from her own experiences as a working mother seeking healthier meal solutions for her family.

“As a working mum who prioritises the health of myself and my family, I really believe that convenience shouldn’t have to mean ultra-processed. Seeking out a better solution, I have spent many months in my own kitchen perfecting family favourite recipes and turning these into delicious whole-food blends.”

The blends remove much of the chopping, prep and planning that often stand between people and a home-cooked meal, while keeping ingredient lists reassuringly recognisable. Each 75g pack serves four people and retails at £3, placing the products within reach of mainstream shoppers.

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