Amanda takes on Sara

Schwan's has entered into competition with desserts label Sara Lee with the launch of its own frozen desserts brand in the UK, also with a woman's name.

The frozen food company has created 21 desserts under its new Amanda Smith label. The name comes from the Mrs Smith's brand of pies and desserts, which Schwan's owns in the US. Schwan's decided to change it to Amanda Smith, named after the granddaughter of the original Mrs Smith, to give the brand a more contemporary feel in the UK.

The desserts include recipes taken from the Mrs Smith's range, such as Key Lime Pie and Mocha Mudslide Slices, as well as English classics such as Chocolate Cake and Lemon Meringue Pie. New products have also been developed in the UK, including Turtle Pie -- a blend of caramel, vanilla filling and a chocolate crumb crust with pecans, pralines and its Wave Strawberry & Raspberry and Lemon cakes.