HIDE is a new food brand launched by Lean Kitchen Network, landing exclusively at Tesco this month. Created alongside NHS doctor Dr Rupy Aujla, and Flight Studios**, HIDE is built on a straightforward belief that food should taste delicious, and be made from ingredients you recognise.
For too long, convenience has come at a cost – hard to read labels, questionable ingredients, and nutrition as an afterthought. But things are about to change.
From 13th April, HIDE will launch 10 new products into selected Tesco stores nationwide and online, including six chilled meals, two Food To Go grain bowls, and two Food To Go snacks (launching soon).
Built around whole ingredients, nutrient prioritisation and more transparency, HIDE is on a mission to prove that what’s good for you doesn’t have to mean compromise.
‘Real food. Nothing to HIDE’ is stamped on every pack and the brand avoids artificial fillers, colours or flavours, no protein isolates and no added fibre powders. Instead, every product includes real, recognisable ingredients and big, bold flavours (how it should be).
The HIDE brand has been launched by the Lean Kitchen Network in collaboration with Samworth Brothers, one of the UK’s most respected food manufacturers. Set-up by Faraz Nagree in 2018, Lean Kitchen Network is one of the UK’s most innovative brand creation and food service businesses, launching the likes of Twisted London, Heinz Brekkie and KOREATOWN.
HIDE is built with real credibility behind it too. Dr Rupy Aujla – the NHS GP, Sunday Times bestselling author and founder of The Doctor’s Kitchen, serves as the brand’s Scientific Ambassador. The Flight Studios team has also invested and brought their strategic and brand-building expertise to shape HIDE from the ground up.
All meals and salads in the HIDE range are built around the same standards:
HIDE’s meals and salads contain 25g or more protein and 8g or more fibre
No more than 5g of sugar added into the recipes (outside of naturally occurring sugars from vegetables and grains) per meal
Meals contain two of your five-a-day and salads are one of your five-a-day
Protein from whole food sources
Fibre from vegetables, whole grains and legumes.
Nothing is isolated or artificially added to hit a number on a label
Flavour-first and nutrient focused, the exciting new HIDE range, developed by chefs (who have worked at BAO, Jason Atherton and Galvin), includes six meals (£5 and £4 on Tesco Clubcard) and two grain bowls (£4.95 each):
BBQ Jerk Chicken with Jollof Rice (380g)
Peri Peri Chicken with Roasted Sweet Potato (380g)
Chicken Shawarma with Hot Honey Sweet Potato (380g)
Creamy Mushroom Pasta with Kale & Pecorino (380g)
King Prawn & Chicken Paella with Roasted Veg (380g)
Malaysian Beef with Brown Rice (380g)
Jerk BBQ Pulled Pork Green Chilli & Chickpea Grain Bowl (320g)
Peri Peri Chicken, Sweet Potato & Chickpea Grain Bowl (320g)
HIDE’s two grain bowls will feature in the Premium Tesco Meal Deal as Mains for £6, or £5.50 with a Tesco Clubcard, including a drink and snack, making them a great choice for lunch. Alongside the ready meals and grain bowls, HIDE is launching a protein bites snacking line; Chicken Tikka & Lentil Bites (50g) and Jerk Chicken & Sweet Potato Bites (50g) both priced at £1.50 or in the Tesco Meal Deal for £4.25 or £3.85 with Clubcard. Small pots of five bites made from chicken, vegetables, herbs and spices.
Every HIDE product is built around one brilliantly simple design principle – the ‘Home Kitchen Test’. Developed with Scientific Ambassador Dr Rupy Aujla, it asks one question of every single ingredient: could a person reasonably find this in a home kitchen? Chicken stock, yes. Carrageenan, no. It’s not a gimmick. It’s a filter that rules out the overwhelming majority of manufactured additives. Handy on-pack QR codes also provide shoppers with more product information.
HIDE creates dishes from the ground up using real ingredients and proper technique. In practice, that means you won’t typically find artificial sweeteners, synthetic colours, hydrogenated fats, or chemical preservatives doing the heavy lifting in our food. HIDE doesn’t rely on vague ‘flavourings’ or unnecessary processing shortcuts, and they actively remove additives that exist purely for manufacturing convenience.
Faraz Nagree, Founder and CEO of Lean Kitchen Network and Founder of HIDE commented: “Eating well shouldn’t be this complicated. There’s more noise, more conflicting advice, and more pressure around food than ever before, but the meals that are actually good for you are still out of reach for most people, too expensive and too inconvenient. That’s the gap we’re trying to close. HIDE is built around one simple belief: that our meals should taste incredible, be made with honest ingredients, and be priced so that more people in the UK can eat well every day. This is just the start…there’s a lot more to come.”
Sam Watkins, Tesco Category Director for Prepared Foods, said: “We know how much our customers value choice, and launching HIDE exclusively into our stores adds exciting products for those looking for great options. Whether it’s lunch, dinner or a snack, the range offers a selection of fibre and protein-rich ready meals, grain bowls and snack pots that taste great.”
Dr Rupy Aujla, Scientific Ambassador and Partner at HIDE said: “With HIDE, we don’t cut any corners or use anything to ‘gamify’ the fibre and protein. I want people to eat this, feel satisfied, enjoy it, and feel good about what they’ve eaten. We’ve kept added sugars (not including the naturally occurring sugars from ingredients like vegetables and grains) to less than 5g per meal. Every product is designed to make it easier to hit 25g of protein each meal as well as the NHS recommended 30g of daily fibre, without having to think too hard about it. If it doesn’t look and taste fantastic, there’s no point in putting it out there. I’m really proud that we’ve created meals that not only deliver on nutrition, but are also available at a price point that makes them accessible to more people.”
HIDE launches exclusively in selected Tesco from 13th April 2026
