How posh is YOUR go-to ready meal? From supermarket offerings to Fortnum & Mason’s luxury FieldGoods range, experts reveal what your favourite brand says about you

When the cupboards are bare and motivation to cook is at an all-time low, ready meals can generate warm, hearty meals in just minutes. 

While they were once reserved for merely basic convenience, now every supermarket across the UK sells an extensive variety of own-brand ready meals, ranging from a basic macaroni cheese to the more eclectic curries.

But as the ready meal market has boomed into a multi-million-pound industry, the number of options, and indeed their price, has also increased tenfold. 

The introduction of upmarket frozen ready meal brands such as COOK and Charlie Bigham has seen varieties hit the supermarket shelves at a cost of up to £30.

Meanwhile, in luxury department store Fortnum & Mason, shoppers can get their hands on the luxury FieldGoods range of ready meals, which sees the likes of its beef lasagne and chicken pies frozen instantly to savour the tasty goodness. 

But beyond being just a matter of taste preferences, your go-to ready meal selection can also say a great deal about who you are, according to etiquette expert Julius F Smith and Laura Windsor, known as the Queen of Etiquette. 

Julius told the Daily Mail: ‘I must confess, ready meals have come an awfully long way. There was a time when admitting you were serving one might have been something you kept rather quiet, whereas today you can spend a considerable amount of money on something beautifully packaged that looks as though it could have come from your local restaurant.

‘I think your choice of ready meal says rather a lot about you. Are you buying purely for convenience? Or are you buying the most expensive fish pie you can find and hoping your guests assume you made it yourself?’

Waitrose

Julius: Waitrose is probably the great all-rounder. I think almost everyone would be quite happy to admit to eating a Waitrose ready meal.

They have shops in the centre of many towns and they have become something of a go-to when you want something convenient but don’t want it to feel terribly cheap or uninspiring.

The Waitrose ready meal shopper is comfortably middle class, sensible and fairly particular about what they eat, but they aren’t trying terribly hard to impress anyone. They want something reliable that they can put in the oven after work and still feel they have eaten reasonably well.

Laura: Waitrose ready-meal shoppers are quietly discerning rather than overtly sophisticated. They know what they want and, importantly, they know what they don’t want. 

They are prepared to pay a little more for something that looks inviting – the sort of meal that makes your mouth water – and offers good quality. 

They take their time; it’s a thoughtful choice rather than simply grabbing something to satisfy their hunger. We are all creatures of habit, but the Waitrose shopper is a creature of habit with standards!

Tesco

Julius: Tesco ready meals make me think of someone who needs dinner and doesn’t have a great deal of interest in making an occasion of it.

The meals tend to be very tried and tested. You know exactly what you are going to get, but I don’t think they particularly lend themselves to someone with an adventurous palate.

The Tesco shopper is practical, budget-conscious and probably rather busy. Dinner is something that needs sorting out rather than something they have spent the afternoon thinking about. There is absolutely nothing wrong with that, but I don’t imagine many people are rushing home excited about the Tesco lasagne waiting in the fridge.

Laura: The Tesco shopper is pragmatic but is more choice-driven; indeed Tesco has a broad ready-meal selection with categories ranging from Indian, Chinese/Thai/Asian, Italian and Mediterranean to Mexican/American, British classics, as well as a Finest and premium offering.

The Tesco shopper appreciates convenience, they need something that will please the entire family. It’s about getting dinner sorted – efficiently, without much fuss.

They also like to look after the pennies; as Tesco says, ‘Every Little Helps’ – it rather sums up the Tesco shopper too. They are shoppers who like to feel they have got the most from their shopping and know that the little savings can all add up.

Sainsbury’s

Julius: For me, Sainsbury’s is perhaps one step up from Tesco, but it occupies a rather similar world.

The shopper probably cares slightly more about what’s for dinner and is prepared to spend a little extra, but they still want something familiar and dependable.

My problem is that I find many of these meals rather quickly forgotten. They do the job perfectly well, but I am not convinced you would still be talking about dinner the following morning.

Laura: The Sainsbury’s ready-meal is more for the practical, budget-conscious shopper who has a lot on their plate (please excuse the pun!) and little time to waste. They want something that will put food on the table without putting too much of a dent in the purse.

This is perhaps someone with a busy lifestyle, possibly feeding a family, where convenience and value are more important than culinary adventure. 

The range feels straightforward and user-friendly, without an overwhelming amount of choice, offering familiar foods that spell comfort, that are quickly put in the basket so they can get on with their day. 

The Sainsbury’s shopper is more likely to think, ‘What will do the job tonight?’ It’s less about finding pleasure in exploring culinary delights and more about making life that little bit easier. 

M&S

Julius: M&S is where the ready meal becomes rather more ambitious.

They are always trying to push the envelope, introducing different cuisines and dishes you may not necessarily have thought of making yourself. I think they appeal enormously to the middle class, particularly busy parents picking up children, finishing work and wondering what on earth they are going to put on the table that evening.

I remember knowing someone years ago who would buy the M&S meat dishes already prepared with a sauce, cook some fresh vegetables alongside them and serve the whole thing for dinner. Frankly, I thought it was rather clever.

That, to me, is the M&S shopper. They want convenience but they still want dinner to look as though some thought has gone into it.

Laura: M&S shoppers are more of a worldly, adventurous lot who have a natural curiosity but expect the quality to be top notch.

With M&S’s ready-meal range spanning cuisines from around the world, M&S shoppers can satisfy their more internationally-inclined tastebuds without leaving the comfort of their sitting room; from the exotic lands of Asia and India, to European culinary delights of Italy, and back to Britain alongside Gastropub favourites and specialist ranges.

These are clearly foodies who appreciate choice and enjoy the possibility of discovering something different. They don’t necessarily want the same meal every Friday night; they want to experience a little culinary adventure.

COOK

Julius: COOK appeals to a rather different person because you don’t even have to leave the house to get it.

Their website is lovely, everything looks inviting, and I think the customer is someone who wants the convenience of having the freezer stocked with proper meals without wandering around a supermarket.

There is something quite grown-up about it. This isn’t grabbing a microwave meal because you’ve forgotten to eat. It’s planning ahead so that you don’t actually have to cook on those days where you are too tired.

Laura: The key is that the shopper wants convenience without feeling that they have compromised on hospitality or quality. They delight in feeding their family and guests properly, but don’t necessarily have the time – or inclination – to cook themselves. They also take pride in what they serve.

It’s a partnership: they want the convenience of a ready-made meal without it feeling like one. For them, it’s about homemade-style food, good quality ingredients and plenty of choice, making their lives easier.

FieldGoods

Julius: FieldGoods is clearly aiming considerably higher up the market. Everything has that lovely rustic appearance and it is all photographed beautifully.

This is for someone who wants the convenience of a ready meal but doesn’t want it to look like one. The customer probably cares about ingredients and presentation and likes the idea of food appearing homemade and rustic.

The fact that it is stocked in Fortnum & Mason tells you rather a lot where it sits. This is the ready meal for someone who might previously have thought they were above ready meals. There is definitely an element of luxury about it.

Laura: The FieldGoods shopper is food-conscious, environmentally aware and interested in where their food comes from. For them, a ready-made meal is not just about convenience; they want to know that the ingredients have been carefully sourced and produced responsibly.

They are more than happy to spend a little extra for exceptional quality and take pleasure in knowing the story behind what they are eating. They care about producers, traditional farming methods, animal welfare and sustainability, and are attracted to food that supports biodiversity, reduces environmental impact and offers solely British produce.

Charlie Bigham

Julius: Charlie Bigham’s is very tried and tested. I think of it almost as a treat rather than something you would eat every evening.

There isn’t anything terribly adventurous about much of it, but that is probably precisely why people like it. You know what you are going to get and you know it is likely to be good.

The customer is comfortably middle class, likes good food but doesn’t want surprises. They want the lasagne to taste like lasagne and the fish pie to taste like a very good fish pie.

In fact, you could almost put one of their fish pies into your own dish, serve it at the table and pretend you had cooked it yourself. Whether you confess afterwards is entirely up to you.

Laura: The Bigham shopper is motivated by indulgence rather than convenience. Dishes such as confit duck, salmon Wellington, venison bourguignon and beef Wellington suggest someone who is interested in quality, interesting ingredients and a more sophisticated dining experience, rather than simply getting dinner on the table for the family as quickly and cheaply as possible.

The fact that many of the dishes need to be oven-cooked, rather than simply microwaved, suggests this. These shoppers appreciate delicious food prepared the right way, from farm to fork, ethical sourcing, and sustainable ingredients from thoughtful suppliers.

The higher prices suggest a shopper who is accustomed to eating out and appreciates the experience of a good restaurant, but who also enjoys eating something special in their own kitchen.

Parson’s Nose

Julius: Now this is really top of the line. If you want a grouse that was shot a few days ago or fancy a little partridge for supper, this is where you go. It is quite another world from putting a plastic tray into the microwave.

This is for somebody with money, an appreciation of traditional British food and, I suspect, a little bit of snobbery. There is considerable snob value in being able to say your dinner came from Parson’s Nose rather than the supermarket.

I would put this customer firmly in the upper-middle to upper-class bracket. They probably know what game is in season, own a proper carving knife and wouldn’t dream of serving dinner on a tray.

It is fit for a king, and I suspect the person buying it rather enjoys knowing that.

Laura: The Parson’s Nose shopper is someone who is buying into a butcher-led food culture and sense of community, rather than simply buying a convenient ready-made meal. 

The shopper is inspired by handmade, gourmet meals for two, prime cuts of meat and partnerships with Michelin-starred chefs suggesting that he or she is highly inspired about food and prepared to pay more for quality, provenance and craftsmanship.

What makes the brand particularly interesting is that it feels less like a retailer and more like a social movement or club. The Farm to Fork workshops, links with local schools and emphasis on sustainable farming and nutrition create a sense of community and belonging. 

The shopper is elegant, health conscious and buying into a set of values such as craftsmanship, British farming, sustainability, food knowledge and personal service.

The Gym Kitchen

Julius: The Gym Kitchen gives the game away in the name.

This is obviously aimed at people who exercise, watch what they eat and want to know how much protein they are getting without spending an hour preparing dinner.

I also think it appeals to younger people and students who are on a budget but still want to feel they are making a reasonably sensible choice.

The Gym Kitchen customer is probably more interested in the protein figure on the front of the packet than whether the sauce has been simmering for three hours. Food is fuel, and dinner has to fit around the gym, work, studying and everything else going on in their lives.

They are disciplined, health-conscious and practical, although I suspect some of them would be horrified by the amount of butter I would put into mashed potato.

Laura: The Gym Kitchen shopper is someone who sees food as fuel. They are likely to lead a busy, active lifestyle. They are not necessarily gym-goers; they simply view ready-made meals as a means to provide the nutrition they need without having to compromise on their health.

The emphasis is on protein, balanced nutrition and convenience; a shopper who is conscious of what they put into their body, but doesn’t really have the time or desire to cook from scratch. They are choosing ready-made meals as an effective way of supporting an active lifestyle rather than simply looking for a quick and convenient option.

The shopper will tend to be health-conscious, goal-oriented and interested in maintaining a certain lifestyle, while staying energised throughout the day.

Wiltshire Farm Foods

Julius: Wiltshire Farm Foods immediately makes me think of a rainy afternoon, the television on and one of their advertisements appearing during an afternoon programme.

I associate it very strongly with an older generation. The food is traditional, familiar and, to my mind, rather old-fashioned. You’re not going there because you suddenly fancy experimenting with the latest food trend.

The customer is probably older, traditional and quite set in what they like. I picture somebody in the Home Counties who wants meat and two vegetables rather than something they cannot pronounce.

There is something rather comforting about that. They know what they like and see absolutely no reason why dinner needs reinventing simply because somebody on Instagram has discovered a new ingredient.

Laura: The Wiltshire Farm Foods shopper is mostly looking for food that meets specific dietary, nutritional or lifestyle needs. The extensive range includes gluten-free, vegetarian and vegan options, as well as a dedicated “Softer Foods” texture-modified menu for swallowing difficulties.

The nutritional labelling and choice of portion sizes – from Mini Meals for smaller appetites to Hearty meals for those wanting something more substantial – suggest a shopper who values food that is tailored to their individual needs.