Young’s Micro Fish Fingers

Launched: September 2009
Last year, Young's set out to tackle the problem of soggy microwaved fish fingers. The brand launched Micro Fish Fingers, which have a special coating that prevents moisture from the fish entering the crumb and packaging that reduces the build-up of steam to ensure the fish fingers come out crispy. The fish fingers, which microwave from frozen in two minutes, also tick the sustainability box as they are made from Alaskan pollock.

However, with an rsp of 99p for four, compared with about £1.79 for a pack of 10 Young's Cod Fish Fingers, the extra crispiness comes at a price.

Yankee Takeaway Favourites
Launched: February 2010
Glendale Foods had its sights firmly set on the takeaway sector with the launch of its frozen Takeaway Favourites range, which includes Doner Kebab & Chips, Flame Grilled Cheese Burger & Chips, Southern Fried Chicken Burger & Chips and Chicken & Chips.

It is sold under the Yankee name that Glendale acquired from Campbell's 10 years ago, and the packaging features a stars and stripes logo. The products were launched into stores this month. While the selection is unlikely to appeal to those on a health drive, the rsp of just £1.29 which is highlighted on price-marked packs for independent retailers will appeal to Yankee's young target audience.

Rustlers Hot Subs
Launched: September 2009
Rustlers, best-known for its microwaveable burgers and hot dogs, has taken its lead from the on-trade with the launch of Hot Subs. Available in two varieties: Southern Fried Chicken with Creamy Mayo, and Tangy Meatballs with Tomato & Herb Sauce, they have an rsp of £1.99 but were launched on a round-pound deal to encourage trial.

"The hot subs concept has been a resounding success in the high street and we're now filling the gap in the retail sector for such an offering," says John Armstrong, marketing director of Rustlers brand owner Kepak Convenience Foods.

Findus Wraps
Launching: March 2010
The originator of the Crispy Pancake has expanded into tortilla wraps. Last summer the company launched frozen chicken fajita and chilli beef tortilla wraps, with an rsp of just £1 for a pack of two. They have already become one of the fastest-growing snacks in the Findus range, prompting the company to add two new variants hoisin duck and spicy three bean this spring.

"Just three minutes in the microwave make our wraps an ideal convenient snack," says Findus UK business unit director Neil Sanderson. The company is hoping the products will prove a hit during this year's World Cup as a speedily prepared half-time snack.

Focus On Microwaveable Foods