Frozen food specialist Oriental Express has focused on takeaway and school dinner favourites as inspiration for a new range of microwaveable ready meals.
Aimed at teenagers and young adults, these will come under the new Chippy Express banner which joins the company's Oriental, Indian and Italian Express brand portfolio.
The first two offerings ­ Chips & Curry Sauce and Baked Beans & Chips ­ are scheduled to hit freezer cabinets next month.
Both combine factors ideally tailored for their target market, according to the company.
Weighing 400g each, the new arrivals come in convenient tray formats designed specifically for teatime and late night meal eating occasions. Cooking time is eight minutes and packs will be permanently price-marked at 99p.
The company said the 99p sector of frozen ready meals was currently worth £7.3m and growing.