Young’s has launched a range of Light and Easy frozen ready meals, targeting the health conscious consumer, with a £500,000 marketing campaign, which will include hot sampling and money off coupons.

The range consists of seven recipes, all low in fat with 30% less fat than Young’s standard range of meals and all less than 300 calories per serving. They will add to Young’s existing ready meals range which includes the UK’s best selling ready meal, Admiral’s Pie.

The launch will be supported by the marketing campaign which includes print advertising in women’s titles, PR and in-store activity. Shoppers will be invited to try hot samples of the new range and will be offered coupons.

Brand Manager for Light & Easy, Lauren Moore, says: “This is a really exciting new launch for Young’s. Our research shows that there is a definite opportunity to add value to the calorie control meals sector. Light & Easy will be ideal for consumers seeking lighter ready meals that are easy to cook without compromising on taste and quality.”