"The concept is a range of retail pasties," said self-styled Phat controller and co-founder Paul Clark. The flexible pouch used to wrap them combines oven-proof printed paper with a film window.
"The clever thing is we can take a prepared and packaged product out of frozen, put it in the oven, effectively bake it in the wrapper and put it directly into a display unit," he explained. "It avoids any need for the operator to directly handle the food." This represents Phat's first venture into retail sales.