Florette is aiming to make steamed vegetables as popular as bagged salads with the launch of a range of three products this autumn.

The company believes its new Steamed Veg brand, which hits shelves this month, will encourage daily consumption of seasonal vegetables by putting them in a more convenient format. "The prepared veg sector has great potential and offers us a further opportunity to take the hard work out of fresh produce preparation," said MD Mark Newton.

The range comprises carrot, fennel, red onion & broccoli with orange vinaigrette; red & yellow pepper, broccoli & courgette with oregano & olive oil; and young leaf spinach, spring onion, green pepper, carrot & baby sweetcorn with a Thai green dressing. They come in 270-280g microwaveable packs (rsp: £1.99).

"Consumers are increasingly aware of the government's 5-a-day campaign and are looking for convenient and nutritious solutions that fit their lifestyles," said Newton.