Boojum launches new ready-meal range at Henderson outlets
ON the back of delivering thousands of lockdown meals to charities and community groups across the north, the home-grown Boojum burrito brand has launched a new ready-meal range at a number of Spar, EuroSpar, Vivo and VivoXtra stores.
Prepared fresh daily by its own chefs and using the same ingredients, seasonings and spices used in its restaurants chain, Boojum will initially offer a choice of a spicy beef chilli made with 100 per cent Northern Irish beef, or a smoky saucy three-bean chilli ideal for vegans, vegetarians and flexitarians.
Boojum founder and managing director David Maxwell said: “Plans for launching a retail option had been on the cards for some time, but the idea for this new range was actually born of our own resilient and innovative response to the Covid-19 pandemic.
“In April we partnered with charity FareShare NI to deliver 15,000 ready meal versions of our much-loved beef chilli and vegan three-bean chilli to help support vulnerable people within local communities.
“The feedback was phenomenal, so with a little creativity and the help of a great partner in the Henderson Group, the idea for our new range was born.
“Henderson has played a key role in Boojum's continued growth over the years, and we're delighted to have the opportunity to expand within their well established retail network to bring the exact taste of our restaurants to customers located right across Northern Ireland.
“And even if you're not currently able to make it to a Boojum restaurant, you're likely only a few minutes' walk or drive away from your local Spar, EuroSpar, Vivo and VivoXtra store and getting your Mexican fix.”
Founded in Belfast in 2007 and now with dozens on outlets across Ireland, the Mexican burrito bar chain has annual sales of around £10 million.
Henderson Group fresh trading manager Steven Kennedy said: “We know the Boojum brand very well and know its draw, especially to a younger shopper demographic and those looking for convenience, quality and value.
“This range ticks all those boxes so we're delighted to be bringing these products to our shelves, providing further growth opportunities thanks to our distribution network.”
During the pandemic the Boojum brand has rapidly pivoted towards new and fully contactless digital ordering methods, including the launch of a brand-new mobile app that allows customers to order their favourite menu items, pay via mobile wallet and collect loyalty rewards, all completely contact-free.
The ready meals also come in the wake of the new Boojum At Home meal kit range which it launched in July.