Back to basics challenge for ready meal category

Consumers, who are not content with the quality of current ready meals but don't have time to source and cook ingredients from scratch, are being offered a new line of premium products under the brandname Naked.

Created by Harry Rees, and manufactured by Pann Krisp, a supplier of ready to cook chilled meals, the Naked line-up includes meal kits, steamer meals and pan-fry meals with restaurant style recipes that include dishes such as Green Thai Chicken, Chilli Pork and Salmon Linguine.

Each dish is made with fresh ingredients, including exotic speciality ingredients such as porcini mushrooms and bird eye chilli to give them authenticity, says Rees.

"These days, taste is too often sacrificed over convenience meaning that product quality is not as good as it should be. With Naked we want to offer today's cash rich, time poor consumer a healthier and tastier alternative to pre-cooked ready meals," he says.

They meals will initially be available in selected Co-op stores at a price range of £4.50 for a steamer to £7.00 for a pan-fry dish and £10.00 for a meal kit for two.