"Convenience without compromise" is at the core of these products. Ready to cook foods have found a dedicated target market in the consumer who lacks the inclination to cook everyday meals from scratch. The UK market for Ready to Cook foods reached an estimated £567 million in 2004 and sales doubled in the period 1999-2004. This exceptionally strong growth is due to a high level of NPD in the market. Pre-marinated, pre-basted portions with topping sauces have emerged as the leading segment in terms of value sales and accounts for 45% of the market. (Mintel, 2004).

We have embraced this emerging market with our new Ready to Cook range, "Simply..." - delicious and flavoursome meal centres. We have created these tasty and convenient lines - inspired by popular dishes loved by consumers - which can simply be pan-fried, grilled or oven-baked.

Prime, tender cuts of meat have been teamed with delicious sauces, flavoured butters or glazes. Our vision was to create a range that satisfies and anticipates lifestyle trends across all consumers, whilst maintaining the core values of quality, value and freshness. The appetising range of flavour profiles will appeal to a wide consumer base, and so far the Simply... range has had a very successful launch and has proved popular with customers. We will adapt the range to fit in with the various seasons - ensuring flavours that are warm and hearty for winter, bright and fresh for the summer.

For more information on the Straight to Plate product range contact:

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