Lean Kitchen Network has launched a new food brand, HIDE, into Tesco, marking a significant addition to the UK’s premium convenience category. Developed in collaboration with NHS doctor Dr Rupy Aujla and brand-building specialists Flight Studios, and manufactured in partnership with Samworth Brothers, the launch reflects a growing focus on accessible, better-for-you ready meals built around recognisable ingredients and clear nutritional benchmarks.
Rolling out from 13 April across selected Tesco stores and online, the initial range comprises 10 SKUs spanning chilled ready meals, food-to-go grain bowls and snack formats, with further products to follow. Each item has been developed to meet defined nutritional criteria, delivering 25g or more protein and 8g or more fibre per meal, while limiting added sugar to under 5g. The range includes globally inspired dishes such as Chicken Shawarma with Hot Honey Sweet Potato, Creamy Mushroom Pasta with Kale & Pecorino, and Jerk BBQ Pulled Pork with Green Chilli & Chickpea Grain Bowl, positioning the brand at the intersection of flavour-led innovation and functional nutrition.
The proposition is underpinned by a “real food” philosophy, designed to address consumer concerns around ultra-processed ingredients and label transparency. Products are formulated without artificial fillers, colours or flavours, protein isolates or added fibre powders, instead relying on whole food sources for both macro and micronutrient delivery. This approach is operationalised through the brand’s “Home Kitchen Test”, a product development filter that assesses whether each ingredient would reasonably be found in a domestic kitchen, effectively excluding a wide range of common industrial additives.
From a commercial perspective, HIDE has been structured to compete within mainstream retail price architecture, with meals positioned at £5 or £4 on Clubcard, and grain bowls integrated into Tesco’s meal deal platform. This pricing strategy is intended to broaden access to nutritionally balanced convenience options while maintaining strong value perception in a highly competitive category.
The launch also highlights Lean Kitchen Network’s broader capability as a venture builder within the foodservice and retail ecosystem. Since its founding in 2018, the business has scaled multiple omnichannel food brands across more than 2,000 locations, leveraging underutilised kitchen infrastructure and a licensing model to drive incremental revenue and margin expansion for operators. HIDE represents a continuation of this model into the retail channel, combining brand development, supply chain partnerships and nutritional positioning to capture evolving consumer demand.
“Eating well shouldn’t be this complicated,” said Faraz Nagree, Founder and CEO of Lean Kitchen Network and Founder of HIDE. “There’s more noise, more conflicting advice, and more pressure around food than ever before, but the meals that are actually good for you are still out of reach for most people, too expensive and too inconvenient. That’s the gap we’re trying to close. HIDE is built around one simple belief: that our meals should taste incredible, be made with honest ingredients, and be priced so that more people in the UK can eat well every day. This is just the start…there’s a lot more to come.”
“We know how much our customers value choice, and launching HIDE exclusively into our stores adds exciting products for those looking for great options,” added Sam Watkins, Tesco Category Director for Prepared Foods. “Whether it’s lunch, dinner or a snack, the range offers a selection of fibre and protein-rich ready meals, grain bowls and snack pots that taste great.”
“With HIDE, we don’t cut any corners or use anything to ‘gamify’ the fibre and protein,” said Dr Rupy Aujla, Scientific Ambassador and Partner at HIDE. “I want people to eat this, feel satisfied, enjoy it, and feel good about what they’ve eaten. We’ve kept added sugars (not including the naturally occurring sugars from ingredients like vegetables and grains) to less than 5g per meal. Every product is designed to make it easier to hit 25g of protein each meal as well as the NHS recommended 30g of daily fibre, without having to think too hard about it. If it doesn’t look and taste fantastic, there’s no point in putting it out there. I’m really proud that we’ve created meals that not only deliver on nutrition, but are also available at a price point that makes them accessible to more people.”
HIDE’s introduction into Tesco signals continued momentum in the premium convenience and functional nutrition segments, with an emphasis on transparency, scalability and mass-market accessibility.
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