Vivafruit is strategically expanding its presence in the ready-to-eat meals market. This market is experiencing remarkable growth globally. Ready meals attract consumers by offering a quick and convenient way to consume food, while also being considered of higher quality due to the relative freshness of ingredients compared to, for example, frozen foods. In 2023, the global market for ready-to-eat meals is estimated at $383.93b and is expected to reach and exceed $488b by 2028 thanks to a compound annual growth rate of 5% (Businesscoot, 2023).

The European segment of the market is one of the most important. In 2023, the market on this continent reached a total value of $85.65b and is expected to exceed $100b by 2028. In Italy, the market for ready meals, both fresh and frozen, has seen volume growth in recent years, dictated by their convenience and their new healthy connotations such as organic, low-salt, fat-free or palm oil-free (Businesscoot, 2023).

Vivafruit has positioned itself to capitalise on this opportunity by selling grab-and-go meals in retail stores and supplying pre-packaged products to retailers through both white label agreements and the VIVA brand. This distribution underscores Vivafruit's strategic opportunity to diversify and innovate within the ready-to-eat meals segment, positioning the company to meet evolving consumer demands for convenient, high-quality food options.