What's Cooking Group NV (What's Cooking), formerly Ter Beke NV, produces and markets processed meats and ready meals. The company has strategically focused its operations on the ready meals segment, which encompasses the development, production, and sale of a diverse range of freshly prepared meals. These include lasagna, pizza, pasta dishes, and various other dishes, sauces, and meal components.

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What's Cooking places a significant emphasis on research and development as a cornerstone of its strategic growth and innovation efforts. The company has dedicated resources to enhance its capabilities in developing new products and improving existing ones, with a particular focus on sustainability and nutritional excellence. The R&D initiatives are primarily centered around food safety, nutritional excellence, sustainable packaging, and alternative protein sources. The company has integrated sustainability into its R&D processes and established a Sustainability Steering Group to guide its efforts in creating environmentally friendly products. Collaborative innovation is pursued through partnerships with suppliers and universities in Italy, the UK, the Netherlands, and Belgium. In FY2025, the company launched a new product range for its Come a casa branded products and initiated a comprehensive packaging upgrade program. The company continues to invest in its R&D capabilities, expanding its Research & Innovation team to maintain its position as an innovation leader in the ready meals segment.