Youngs Simply Steam

The meals for one come in widely recyclable transparent plastic trays

Young’s Seafood is set expand its presence in ready meals with a range of microwaveable steamed fish suppers.

Its Simply Steam range is to go on sale in Tesco from 17 September, initially featuring a Salmon Fillet & Sweet Chilli variant with rice, spring onions, red peppers and pak choi, as well as a Haddock Fillet & Parsley Sauce SKU with new potatoes, green beans and carrots (rsp: £3).

The meals for one come in widely recyclable transparent plastic trays, with the ingredients vacuum-sealed.

Using Atlantic haddock and wild caught Pacific cod, the brand said it aimed to tap into increased demand for high protein and healthy meals with the launch, while capitalising on the 330,000 new entrants to the frozen fish category in the year to August [Kantar Worldpanel, 52 w/e 12 August 2018].

“We have spent two years developing our Simply Steam NPD to ensure that all ingredients work together and are perfectly cooked in minutes,” said marketing director Yvonne Adam.

“We’ve looked at the common barriers in frozen meals, such as concerns over quality, taste and visibility in packaging, and with Simply Steam consumers see exactly what they get.”

The products cook in less than nine minutes and are both under 300 calories, displaying a full set of green traffic light labels alongside ‘low in fat’ claims.