Risotto's popularity has soared in recent years but many consumers are still reluctant to have a go at making it themselves, which is why New Covent Garden Food's ready-made product has all the hallmarks of becoming a hit. The risotto, which comes in slow roasted tomato & herb; chorizo sausage & chicken; wild mushroom & Parmesan and asparagus variants, can be microwaved in five minutes and eaten straight from the container or served as if home-made. Priced at £1.99 for a 500g pot for two people, it is deemed by the company to be a "posh Pot Noodle" - although it is unlikely that its core consumers - 25 to 45-year-old women - would know what a Pot Noodle tastes like.