Launching in Tesco stores this week, Simply Steam offers a complete fish meal that is under 300 calories, containing one fish fillet, sauce, a portion of rice or potatoes and a variety of seasoned vegetables.
Available in two variants, Salmon Fillet & Sweet Chilli and Haddock Fillet & Parsley, the meals come in a vacuum-sealed tray that allows the contents to be seen by the consumer. The design of this tray allows the product to be cooked by steaming in the microwave.
Yvonne Adam, marketing director at Young’s Seafood, said: “This taps into a number of growing trends: higher-protein meals, healthier meals and consumers’ desire to eat more fish.
“We’ve looked at the common barriers in frozen meals, such as concerns over quality, taste and visibility in packaging and, with Simply Steam, consumers see exactly what they get – an easy way to balance taste and health that perfectly steam-cooks in minutes.”
The new range will be available for £3, with an introductory price of £2.50. Each meal is suitable for one person and has a “full green traffic light GDA [guideline daily amount]”.