Simply Steam innovation aims to start a frozen revolution for Young's

By Grimsby Telegraph | Posted: 20 Sep 2018

Grimsby seafood giant Young’s Seafood has launched a new innovation in frozen meals, which it hopes will revolutionise the category. 

Simply Steam, the latest range, features low fat, high protein meals that are cooked in minutes.  

Created to attract a younger, health-conscious consumer, they will offer a complete fish meal that’s under 300 calories, containing no artificial ingredients and displays a full green traffic light GDA.

And in a first for frozen, each Simply Steam meal features a fully transparent ‘Perfect Steam Tray’ with each of the vibrant ingredients vacuum sealed and on show. 

Once cooked in the microwave, the patented tray and film combine to perfectly steam cook the fish and ingredients, locking in flavour and nutrients in minutes. 

It has been brought to market first with Tesco, with two chef-inspired variants, Salmon Fillet & Sweet Chilli and Haddock Fillet & Parsley. 

Each meal is suitable for one person and contains a fish fillet, sauce, a portion of rice or potatoes and a variety of seasoned vegetables.

Yvonne Adam, marketing director of 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 is available now for £3, with a £2.50 introductory promotion.

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