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I don't think they understand what scratch-cooking means.

I tracked down the ingredients list.   Let me highlight the things that just aren't scratch cooking (bold) and the ones that you can fake at home (italics).  

Marinade: Maltodextrin, Flavourings (contain Celery), Salt, Garlic Powder, Potassium Chloride, Extra Virgin Olive Oil (1.6%), Parsley (1.5%), Pepper, Sugar, Marjoram (0.8%), Mushroom Juice Concentrate, Hydrolysed Vegetable Protein, Basil, Oregano, Yeast Extract, Smoke Flavouring, Sauce Mix: Palm Fat, Processed Cheese (16%) [Blue Cheese, Hard Cheese, Crescenza Cheese, Whey Product (Milk), Emmental Cheese, Gouda Cheese, Danbo Cheese, Camembert Cheese], Salt, Flavourings (contain Celery), Lactose, Sugar, Tomatoes, Garlic Powder, Milk Proteins, Yeast Extract, Potassium Chloride, Extra Virgin Olive Oil (1.2%), Oregano (1.2%), Parsley (0.9%), Red Pepper, Basil, Hydrolysed Vegetable Protein, Marjoram, Smoke Flavouring, Rice: Rice (99%), Tomatoes, Red Pepper

http://www.just-food.com/news/unilever-taps-into-scratch-cooking-trend-with-new-range_id129015.aspx

http://www.sainsburys.co.uk/webapp/wcs/stores/servlet/gb/groceries/colmans-chicken-risotto-meal-kit-264g

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