# Heat-to-Eat Asian-Inspired Cuisine The Itsu Chilled Food-to-Go Range is Launching at UK Markets By Michael Hemsworth | Published 2021-06-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chilled-foodtogo-range References: [foodbev](https://www.foodbev.com/news/itsu-debuts-new-chilled-food-to-go-range-in-uk/) & [itsu](https://www.itsu.com) The itsu chilled food-to-go range is a new offering from the Asian-inspired food brand for the UK market that will provide consumers with a way to enjoy premium flavor in a convenient way. The foods come in the form of three new products including bao'buns, lucky katsu hotsu'potsu and gourmet'gyoza, which are arriving into chilled readymade meal and food-to-go aisles. The products are crafted with quality in mind and are ultra-simple to enjoy as an alternative to takeout or restaurant meals. Founder of itsu Julain Metcalfe spoke further on the itsu chilled food-to-go range saying, "When lockdown hit last year, we were spurred on and realised the world was going to shift permanently, so have been busy building out our new products to launch into the chilled ‘heat to eat’ section in supermarkets. With hybrid working on the rise, it looks like the ‘heat to eat’ category is a trend that is about to explode in the UK, and Itsu is proud to be at the forefront of this food to-go revolution.” ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 49% | Activity: 81% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Heat-to-eat Cuisine:** The rise of the 'heat to eat' category offers disruptive innovation opportunities for the food industry by meeting the needs of consumers for convenience and quality flavor. - **Chilled Food-to-go Range:** The introduction of chilled food-to-go ranges provides an opportunity to tap into the growing demand for grab-and-go meals that are both healthy and flavorful. - **Asian-inspired Ready Meals:** The trend towards Asian-inspired ready meals offers innovation opportunities to provide consumers with a wider variety of ethnic cuisines that are easy to prepare and convenient to eat. ### Sectors Adopting This - **Food Retail Industry:** The 'heat to eat' category creates a new opportunity for retailers to offer more pre-prepared meals and premium ready-to-eat foods that meet the needs of busy consumers. - **Food Manufacturing Industry:** Manufacturers can take advantage of the trend towards chilled food-to-go ranges by developing a wider variety of convenient, healthy, and flavorful grab-and-go products for the market. - **Food Service Industry:** The growing demand for Asian-inspired ready meals provides opportunities for restaurants and food service companies to expand their offerings and cater to consumers looking for authentic ethnic cuisines that are convenient to eat. ## Related on Trend Hunter - [Restaurant-Inspired Ramen Products](https://www.trendhunter.com/trends/itsu-restaurantramen.md) - [Restaurant-Inspired Asian Cuisine Meals](https://www.trendhunter.com/trends/chopstix-ready-meal-range.md) - [Restaurant-Inspired Instant Noodle Cups](https://www.trendhunter.com/trends/itsu-noodles-broth.md) - [Heat-to-Eat Snack Ranges](https://www.trendhunter.com/trends/urban-eat-foodtogo-range.md) - [Pan-Asian Ready Meals](https://www.trendhunter.com/trends/sainsburys-4.md) - [Pan-Asian Cuisine Kits](https://www.trendhunter.com/trends/sosu-from-amoy.md) - [Pan-Asian Grocer Cuisine Ranges](https://www.trendhunter.com/trends/asian-cuisine-range.md) - [Heat-and-Eat Fakeaway Rices](https://www.trendhunter.com/trends/readytoheat-rice.md) - [Flavored Recipe-Ready Tofus](https://www.trendhunter.com/trends/prepared-tofu.md)