"Magnet" expands the geography of sales of packaged ready-made food under its own brand "M Kitchen"

The M Kitchen assortment of ready-made food includes about 65 items covering the basic needs of consumers - from breakfast, lunch and dinner to solutions for snacking on the go: porridge, omelettes, cheesecakes, salads, first and second courses, burgers, sandwiches and much more. . On average, one store offers up to 45 items. The number of positions and assortment of dishes depends on the location and size of the outlet.

Products for the “M Kitchen” line are produced by regional suppliers who have been carefully selected to meet the retail chain’s requirements for the quality and safety of raw materials and finished dishes. The recipe and cooking technologies developed by Magnit are adapted to the preferences of consumers in the regions. For example, Magnit stores near the house in Kazan and Tatarstan will offer products that meet the “halal” standard, which provides for certain requirements for ingredients and production processes.

Magnit began testing sales of culinary products in convenience stores in 2021. A year ago, the retailer launched the “M Kitchen” line in 1.5 thousand retail outlets of this format in Moscow and the Moscow region. Packaged ready-made food under Magnit's own brand is popular among customers. In convenience stores, where the M Kitchen line is presented, the share of culinary products in turnover has increased several times.

The most popular items among customers are cutlets, grilled chicken and various salads. In addition to the traditional Olivier and Herring under a Fur Coat salads, Caesar is in great demand. There is also a growing demand for new items such as onigiri and bowls. Dishes for the whole family are also gaining popularity - salads or side dishes in large packages.

“We are expanding the offer of ready-made food in our most popular format – convenience stores.” The M Kitchen product line covers all the basic needs of customers for a full meal or snack. In addition, we flexibly adapt our assortment to the preferences of consumers in the regions and constantly introduce new relevant items. The prepared food market is growing dynamically, and we will continue to develop our offer in this segment, covering new cities. However, the capabilities of existing production sites are limited, therefore, given the scale of Magnit, we are considering launching our own sites for the production of ready-made food,” said Ruslan Ismailov, Deputy General DIRECTOR, Director retail chain "Magnit".