Sales IRI puts Enjoy! sales at £16.7m for the year ending December 2 2001, from a frozen ready meals market worth around £533m. These figures are for the major multiples only. The company says "Across all channels, Enjoy's sales have reached £20m so far, with complete meals achieving the targets set. We achieved brand awareness of 52% in the first three months, penetration to date is exceeding targets at 11.4% and there's a high level of regular users. "The main reason for under-performance of the pasta sauces was that consumers didn't understand the proposition. In February, we're beginning an aggressive innovation programme, with new meals, and microwave instructions and colour differentiation on packaging." A consumer's view "I haven't tried everything in the range but I am partial to the rice-based meals which are very handy in my local store's freezer cabinet. They seem dearer than some ready meals but they are cheaper than takeaways." Kevin Thomas, pharmacist, 32, Manchester. {{BRANDWATCH }}