Simply Steam Haddock Fillet Parsley Sauce
Young's Seafood wants to "revolutionise" the UK frozen ready mean scene with the launch of its Simply Steam concept.
The group wants to attract younger, health-conscious consumers with its low fat, high protein meals that cook in minutes. Simply Steam offers a complete fish meal that’s under 300 calories, containing no artificial ingredients and displays a full green traffic light GDA.
Young's also wants to put its "vibrant ingredients" in the spotlight through what it claims is a first for packaging in the freezer aisle: a fully transparent, vacuum sealed ‘Perfect Steam Tray’.
Simply Steam will first go to market in Tesco with two 'chef inspired' variants: Salmon Fillet & Sweet Chilli and Haddock Fillet & Parsley.
Each meal is suitable for one person and contains one fish fillet, a sauce, a portion of rice or potatoes and a variety of seasoned vegetables.
“This taps into a number of growing trends; higher protein meals, healthier meals and consumers’ desire to eat more fish. We’ve looked at the common barriers in frozen meals, such as concerns over quality, taste and visibility in packaging, and with Simply Steam consumers see exactly what they get; an easy way to balance taste and health that perfectly steam cooks in minutes," Yvonne Adam, Marketing Director of Young’s Seafood, said.
The new range will be available for £3 (€3.34), with a £2.50 introductory promotion.