Scratch that: New ready meals offer fresh food, fast

London – A new quick-fix meal serves up all the raw ingredients needed for a one-person portion, without the hidden additives that often come with a ready meal.

Scratch meal boxes include all the bits for a full meal – chopped, washed and weighed ingredients, and instructions on how to assemble everything – so time-pressed consumers may cook a fresh dish without the hassle of sourcing and preparing separate ingredients. The design of the box, with its simple sans serif font branding by Brandy, unbleached cardboard and basic window container, further highlights the honest, unfussy approach to prepared food.

Seeing is now believing for ready meals.