Young’s launches steam-cooked frozen meals

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.

Growing trends​

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]”.   ​