Zero secrets. Straight answers.

It means every ingredient has a clear purpose, meets our sourcing standards and is safe to consume. We favour ingredients you can recognise - and our ambition is to provide you with food that is as close to a home-made meal as possible at scale. Our mission is to make a real difference to how food is manufactured in the UK, making real food with no fake BS the norm, not the exception

Real food is made primarily from whole and minimally processed ingredients with no fillers or artificial flavouring. Our goal is to give you the best possible plate of nutritious food, made from ingredients that you can expect to find in a typical home kitchen.

We want to raise the bar on how the nation eats by making access to tasty, affordable and nutritious meals a convenient possibility for millions more people.

The range is available across Tesco stores nationally. We have 6 meals, 2 premium salads and 2 snacks. Find them in the Tesco meal deal and fresh meals aisle. The entire range is also available online at Tesco.com.

Yes. We have 2 premium salads and 2 snacks currently available in the Tesco meal deal.

Every product starts with whole food ingredients. Protein comes from meat, fish, dairy, eggs, seeds or legumes - not from isolates or powders. Fibre comes from vegetables, legumes and whole grains - not added powders or supplements.

We design our food differently. Rather than relying on additives to fix flavour, texture or shelf-life, we build dishes from the ground up, using real ingredients and technique.

In practice, that means you won’t find fillers, artificial sweeteners, synthetic colours, hydrogenated fats or chemical preservatives in our food. We do not rely on vague “flavourings” or unnecessary processing shortcuts.

Why this matters

• Sweetness - We build sweetness from real ingredients like vegetables, fruit and small amounts of sugar or honey, not synthetic sweeteners.

• Colour - Real food should look like real food. If a dish needs artificial colouring, we rethink the recipe.

• Fats - We use oils and fats that belong in a kitchen, such as olive oil, butter and cold-pressed oils, rather than hydrogenated or modified fats. We celebrate healthy fats in moderation and will not make trade offs to artificially reduce calorie counts.

• Flavour - We develop depth of flavour through real ingredients and cooking. We use slow-cooked stocks, spices, tomatoes, mushrooms and fermentation - not artificial flavour systems or vague “natural flavourings”.
• Bulking agents - We avoid relying on bulking agents and emulsifiers designed for industrial convenience, instead prioritising whole ingredients and proper cooking techniques.

• Sourcing choices - We don’t accept “this is how we’ve always done it” ways of thinking. Instead, we challenge bad practice and look for better ways. This is just the start and we recognise there’s still plenty more work to do across multiple categories.
  

We don't use protein isolates. Our meals get their protein from chicken, fish, eggs, tofu, seeds and legumes - whole ingredients that provide protein and other nutrients, not isolated powders added to hit a target number.

No. We don't add inulin, psyllium or other fibre powders. Our meals get fibre from vegetables, legumes, whole grains and fruit.

No. Rather than aligning with a single dietary ideology, we focus on balanced, nutritious meals and quality ingredients designed for everyday eating . We prioritise protein, fibre and contributing to your 5-a-day.

We prefer to use minimally processed oils that retain high nutritional value. For example, extra virgin olive oil, butter and cream in measured amounts. We avoid industrially processed seed oils, hydrogenated fats and heavy refining. In some cases, small amounts of rapeseed oil may be used during production where necessary.

It is important to distinguish between naturally occurring sugars and added sugar.

Not all sugar behaves the same way in your body. When sugar comes packaged inside a whole food; wrapped in fibre, water, and micronutrients, your body digests it slowly and you feel fuller for longer. Blood glucose rises gradually, your pancreas responds proportionally, and you feel full longer.

Added sugar acts differently. It's absorbed rapidly, causes sharper spikes in blood glucose, and delivers calories with minimal nutritional return. Over time, consistent blood sugar spikes are associated with increased risk of type 2 diabetes, metabolic syndrome, and cardiovascular disease - it is therefore important to understand, monitor and control how much added sugar we are consuming each meal.

The NHS recommends adults consume no more than 30g of free (added) sugars per day. A single can of cola contains around 35g — and many ready meals add a further 8–12g through sauces, glazes, and marinades alone.

We keep added sugar to a minimum, following a principle of no more than 5g per meal. Where you see more than 5g of total sugar in our nutritional tables, the additional sugar comes from naturally occurring sources such as vegetables, fruits and legumes. You can see a full breakdown on each product page on our website.

Our 5g limit means you can eat a HIDE meal and know exactly where you stand against your daily allowance.

If you have a severe nut allergy, please do not consume HIDE meals.

Our manufacturing site is nut-free, and the majority of our suppliers are also nut-free. Where nuts are handled by any supplier, full segregation is in place. However, we cannot guarantee a fully nut-free supply chain across every ingredient. Please check the back of pack for the full allergen information for each product.

Meals range allergen summary:

• Jerk BBQ Chicken — Mustard
• Peri Peri Chicken — Gluten (Barley)
• Creamy Mushroom Pasta Bake — Wheat, Milk, Soya, Mustard
• Chicken Shawarma — Gluten (Barley), Milk
• King Prawn & Chicken Paella — Crustaceans
• Malaysian-Style Beef Curry — Gluten (Barley), Mustard, Milk

Snacking & food to go salad allergen summary:

• Jerk Pulled Pork — Wheat, Soya
• Peri Peri Chicken (FTG) — Wheat, Milk
• Jerk Chicken Bites — Egg
• Tikka Chicken Bites — Egg, Milk

Always check the on-pack ingredient list for the most up-to-date allergen information. If you have a severe allergy, please contact us directly at contact@hidefood.co.

Our Jerk BBQ Chicken with Jollof Rice (dinner), King Prawn with Chicken Paella and Roasted Veg (dinner), Jerk Chicken Bites (snack) and Tikka Chicken Bites (snack) do not use gluten-containing ingredients in the recipes. However, none of our products are certified gluten-free, as our facilities are not validated for this claim. If you have coeliac disease or a gluten allergy or intolerance, please check on-pack and contact us.

Sesame is not used at our dinner meals production facility. Our snacking and salads products are made at a separate site where sesame-containing products are also produced. Allergen controls and line validation are in place. Please see the back of pack for allergen information before consuming.

Our meals are produced by a UK manufacturing partner certified to BRC AA+ — one of the highest food safety grades. Our snacking and salads products are made at a second BRC AA+ facility.

Animal welfare matters, both ethically and nutritionally. How an animal is raised affects the quality of the food it produces, which is why we treat welfare standards as a non-negotiable part of how we source.

We therefore expect strong welfare standards and align sourcing with established UK, EU and global assurance schemes.

All our proteins are sourced through suppliers who operate under their own Better Chicken Commitment - requiring higher welfare breeds, lower stocking densities, no cages, and third-party audited compliance across their entire chicken supply chain.

In practice, our UK chicken and beef are Red Tractor certified. Our EU chicken meets the IBK Kip welfare standard. Where globally sourced, our chicken follows high welfare certification (equal or more stringent than UK red Tractor - in line with the high UK retailer own label welfare policies such as Tesco welfare approved)

Our King Prawns are ASC-certified aquaculture, sourced from Honduras, Indonesia, Thailand, and Vietnam. We do not currently use wild-caught fish in our range.

Not currently - and that was a hard trade-off.

Organic sourcing matters. But so does making real food accessible to millions of people at a price that doesn't exclude them. We made a deliberate choice to prioritise scale and accessibility, priced so that more people can eat well every day. That is the core mission.

In addition, for animal proteins, we prioritise welfare certification because organic governs feed and antibiotic use but doesn't always guarantee how an animal was raised.

Where we do introduce organic sourcing over time, we'll do it where the evidence tells us it makes the biggest difference, starting with high-residue ingredients like berries, spinach, and kale.

Our meal trays use a combination of cPET and recycled rPET plastic. Our cardboard sleeves are FSC certified. Our snacking pots are rPET.

Recycling instructions for meals:

• Sleeve — recycle.
• Tray — clean and recycle.
• Film lid — do not recycle.

Recycling instructions for snack pots:

• Pot — clean and recycle.
• Film — do not recycle.

We would love to hear from you. If you loved your meal, had a question, want to partner with us or have suggestions on how we can improve please drop us an email at contact@hidefood.co.

HIDE - Real food. Nothing to HIDE