Famous Brands to open more frozen-meals stores
Frozen For You is Famous Brands’ first foray into the home meal replacement segment of the market, now also online
Famous Brands’ chain of frozen-meals stores is performing ahead of expectations and the group plans to open more of these outlets across Gauteng, says CEO Darren Hele. The owner of the Steers and Wimpy brands has opened four Frozen For You stores in the province, in partnership with the chain’s founders, Hele said. “We’re very pleased with the performance thus far — it’s certainly meeting our expectations and probably exceeding them,” he said. Frozen For You is Famous Brands’ first foray into the home meal replacement segment of the market. The unit sells ready-made frozen meals through its stores and online.
“The plan is to roll them out — we’re being cautious to see how it performs, but the early signs are encouraging. “The big costs are in the back end, the factory reconfiguration, not the stores, and that’s why we need to build some scale, but not at any expense,” Hele said. On Monday Famous Brands said group revenues in the six months to end-August rose 5.4% to R3.6bn. H...