Celebrity chef Curtis Stone has put a new spin on mince for supermarket giant Coles, with the launch of Coles Cooked by Curtis Mince range on Tuesday.
The Coles Fresh Food ambassador said the Cooked by Curtis Mince range seasoning is “ground into the mince rather than simply applied over the top”. Curtis said it adds more flavour into the meat, especially when fried.
“When you’re cooking, you want the kids to smell it and be excited about what’s for dinner. The idea with this range is that because the spices are ground into the mince, as soon as it hits the pan the spices start to toast – so within 60 seconds you can smell how beautiful it is,” said Curtis.
Stone added seasonings, herbs and spices for the mince meat using international flavours including Chinese, Italian, Mexican or Thai.
Coles Cooked by Curtis Mince range are added to easy meals and mixed with other ingredients for a convenient at home option.
Dinner Diaries surveyed Coles customers monthly and found that out of approximately 2.25 million Australians who eat dinner at home ona given night, 1.26 million are eating Italian; 450,000 opt for Chinese; 270,000 choose Mexican and 270,000 Thai.
Coles is hoping the new range will tempt consumers away from local takeaways, with “great-value meals at home in less time than you would expect to have them delivered”.
Coles Cooked by Curtis Mince range is free from artificial colours and flavours and is available for A$7.50 at Coles supermarkets and Coles Online.
