Available in Farmfoods, Poundland and 300 independent retailers across the UK, MJ’s Diner is also planning to launch with Home Bargains, Morrisons and Sainsbury’s.
The range of ‘fakeaway’ style meal options was created after figures revealed that air fryer sales were up 1175% year-on-year during 2023, with more than 12.5 million UK households now owning an air fryer.
Priced between £1.99 to 2.49 per pack and including products such as ‘Salt & Pepper Chicken’ and ‘Battered Fish Fillet’, the range has seen early success with independent retailers. According to MJ’s Diner, rates of sale are up to 500% greater than those of the leading brands, seven or eight times more than the best-selling products such as Bisto.
To meet growing demand, MJ’s Diner has expanded its operation and created 50 new job opportunities in Birkenhead, while also ramping up production to 350,000 meals per week.
The business is owned by industry veteran Noel Davis, who has over 30 years of experience in food manufacturing and distribution across several different firms including Liverpool-based frozen food supplier King Parrot Frozen Food and Oops! frozen food supermarket in St Helens.
Explaining his motivation behind launching the new range, Davis said: “During a discussion in which my family were championing air fryers and how many times a week they use them, it suddenly came to me that we have the perfect products, the development and distribution network, and the contacts to launch a range of air fryer ready meals.
“The new range fills a gap in the market for those seeking quick, tasty, and affordable meals without compromising on quality. It’s been designed to help those who are time-poor and want something that won’t blow their calorie count but is a quick, tasty, and cheap option for an evening meal or breakfast. With the rising popularity of air fryers, we’re thrilled to offer Brits a convenient solution for their culinary cravings.”
In other news, British food manufacturer All Things Butter has secured a further £2.2m of investment.