Aunt Bessie’s Midweek Minis
Launched: October 2009
These miniature Yorkshire Puds picked up the top gong in the frozen savoury category at The Grocer Food & Drink Awards in February. To encourage consumers to treat Yorkshire puddings as an everyday accompaniment, rather than just something to eat with a Sunday roast, the puds are sold in smaller portions but in bigger packs.

Since launch, Midweek Minis (rsp: £1.49 for a pack of 18) have been supported with a £1 price promotion, a direct marketing push and a press campaign. Aunt Bessie's claims 60% of sales have been incremental to the category.

Findus 1kg Perfect Portions
Launched: September 2009
Findus is hoping to tap into consumer demand for a quick, easy, reliable ready meal with its latest launch. This range also allows busy mums to control portion sizes.

The range initially came in three classic Italian recipes: Fusilli Bolognaise, Penne Carbonara and Penne & Meatballs in a Tomato Sauce (rsp £2.99), but this April a rice range of Chicken Tikka, Chicken Korma and Chilli con Carne (rsp: £3.49) was added to the line-up. Each contains about four main portions and the resealable package means less wastage.

Birds Eye Field Fresh
Launched: November 2009
Birds Eye rolled out its new Field Fresh sub-brand into Sainsbury's stores last year, with other retailers following shortly after. Six lines were rebranded under Field Fresh and given new packaging. Two new lines were introduced: Select Mixed Vegetables and Very Fine Green Beans (rsp: £1.69 for 750g bags).

The rebranding extended the 'from field to frozen in hours' guarantee, previously only on garden peas and petits pois, to the rest of the Field Fresh range. This promise is highlighted on-pack. The rebrand was backed by a £4.5m marketing spend.

Sauce Kitchen Home Cooking Frozen Sauces
Launched: May 2010
The pledge of this Surrey start-up is to produce delicious sauces that taste homemade and are easy to use. For convenience and less waste, the sauces have been frozen into handy individual servings and can take only five minutes to prepare. Variants include Bacon & Red Wine, Cider, Sage & Apple, White Sauce and Gorgeous Gravy (rsp: £2.00-£3.25 for four servings).

The range is currently only available in Waitrose, but founder Patrick Limpus is in conversations with other retailers and hopes to add new listings soon.

Focus On Frozen Food