United Food Brands has created a toaster-ready chilled cheese toastie brand called Toasteez.
The brand has debuted with a trio of snacks – Cheese N’ Onion, Ham N’ Cheese, and Cheese Salami N’ Jalapeno – which come individually wrapped. They can be cooked in a household toaster for four to five minutes (rsp: £2).
Alternatively, they can be cooked in the oven for eight to 10 minutes.
United Food Brands MD Richard Reeves said the business wanted “to bring some real innovation to the category”.
”Pies and microwave burgers have been the norm for several years now and we see our Toasteez as the perfect challenger.”
The “strong” flavours would appeal to a wider range of shoppers, he added.