Green Giant, the world’s largest producer of canned vegetables, is to launch a new range of frozen vegetables in a unique microwaveable vacuum-packed pouch.
The product range of six varieties has been on test in selected Sainsbury’s stores for the last 11 months and is to be launched nationally in March.
It will be backed by a 1m television advertising campaign through Leo Burnett which is expected to break on March 1 in London and the South East.
The pouch is designed to preserve the taste and texture of freshly cooked vegetables and contains exactly the right amount of water to produce a steamed, cooked-style result. It can either be microwaved or cooked in boiling water.
The product range includes asparagus spears, corn niblets in parsley butter and broccoli florets.
There is also a speciality mix containing broccoli, cauliflower florets, sugar-snap peas and red peppers, and a traditional mix containing cauliflower, green beans and carrots.
The variants will come in 300g packs and cost from 99p to 2.49.