Humber Quality Foods is targeting the retail sector for the first time with its brand of prepared veg.

Ready, Steady, Veg! is a series of fresh and frozen portion-controlled veg packs that can be microwaved in 60 seconds.

The retail range will include different mixes such as Chantenay carrots with broccoli and cauliflower, and broccoli with savoy cabbage and peas. They will be sold in boxes of six individual 120g-200g packs both chilled and frozen.

Ready, Steady, Veg! was already sold into catering and foodservice but HQF hoped to secure retail listings this year, said factory manager Renata Wilkosz. "Everyone's looking for something healthy and portion control," she said.

Wilkosz also revealed it had developed chunky carrots to replace slices and batons.

It created the foodservice lines in response to calls from chefs for more variety in vegetable formats.