The multiple is hoping to capture a larger slice of the healthy eating market by expanding the Eat Smart range, launched in January last year, from 135 products to 180 including main meals, side dishes, snacks and desserts. More than half will be either new lines or improved recipes.
Smart Steam is a new brand within the range comprising four large ready meals, two noodle, one chicken and one fish, that can be microwave steamed in three minutes. They will be priced £3.59.
There will also be additions to the ethnic line, traditional meals, and vegetarian dishes. The products will be launched in January to coincide with consumers' post-Christmas, health-conscious regimes.