Sainsbury’s is hoping for success with the roll out of a wide range of prepared fresh produce steamer packs.

The retailer has introduced 17 new lines, under its Taste the Difference brand, covering fruit and vegetables.

The steaming range offers customers a choice, from Savoy cabbage with smoked bacon butter to mandarins in whisky and orange sauce, all of which can be steamed in the microwave in around four to eight minutes.

Jonathan Hehir, product developer, said the store had been steadily rolling out the range over the last few months with the latest additions being the six prepared fruit lines.

He said: “Some of the products are winter orientated, but there are plenty that are year-round as well. The fruit took longer to develop as the concept was more complex and we had to make sure we got it right.”

Packaged in doy packs with a specially developed steaming vent, the range is now available in around 250 stores, he said.

“Consumer reaction has so far been good, although it’s early days. The product does everything consumers want.”

He said the challenge now is to get consumers to try the product. “Once we get people eating it, I’m confident of repeat purchases. To get it going we’re going to be promoting the products over the coming months.”

Sainsbury's has also developed a range of ingredients kits for Thai green curry and Thai sweet and sour. "The kits are in the prepared produce sector and feature all the fresh ingredients needed, all customers have to do is add meat," added Hehir.