Chilled ready meals are a growing market segment and MicVac is a part of it

Studies show that today’s busy lifestyle, an increased number of single or two person households, more women working and a lack of knowledge of traditional cooking has lead to increased purchase of ready meals.

Ready meals are bought for lunch (either at work or in a shop), but are also being bought as a dinner alternative for one or more persons.

Ready meals have always been the quick meal solution outside home, but they are also an alternative to a home cooked meal for dinner. A single person or a two person household might not bother with cooking once they are at home, or they consider it cheaper to buy a complete meal instead of the ingredients to cook themselves. This can be the case for young people, but also the growing elderly population who need help with cooking.

The segment within ready meals that is growing both in volume and value is chilled ready meals. This is the case even in times of "financial crisis", although it might be a slower growth during this time. The preference for chilled ready meals is due to the consumer perceiving this as fresher and healthier. The consumer is more and more concerned about nutritive values and the negative effects of various additives. The consumer is prepared to pay more for a chilled ready meal as the food quality is perceived to be better.

MicVac's unique continuous in-pack microwave cooking and pasteurisation method offers the perfect solution for companies wanting to grow in this segment. This gentle and short process reduces the thermal decrease of nutritional values, colour and flavour. There is no need to add preservatives into the product. These meals have a shelf life of 30 days at +8'C reducing the waste throughout the value chain of the food from efficient production and logistics to extended exposure on retailers' shelves. The vaccum produced enables a vertical display, which better shows the product and allows a larger quantity of products to be stored on the shelf. For the consumer, there is easy handling as you just have to put the packaged meal in the microwave oven, it whistles when it's ready and has an even temperature.

MicVac supplies the customer with a special microwave tunnel and the appropriate packaging. MicVac is a total solution provider and can offer the customer a complete production line or only the specific parts of the MicVac concept. The pilot plant in Sweden offers customised training to facilitate the development of the product recipes and production launch.

The Norwegian company Rieber & Son decided to launch into the chilled ready meals market as they saw possibilities for growth. And they did! They went from 0-25% market share within three years selling meals made with the MicVac method. Rieber & Son even had to double their production capacity within a year. Rieber & Son has a varied menu with fish and meat dishes, lasagne, moussaka, porridge... and they are still growing.

In Sweden, the famous Michelin Chef Stefano Catenacci wanted to launch a range of chilled ready meals. As he has very high standards for his recipes he decided to choose the MicVac method to obtain a good and healthy meal tasting as if it was made in his restaurant Operakällaren. Apart from favourite meals sold throughout the year, the menu varies according to the season.

The increase in the chilled ready meals market worldwide has lead to a recent partnership between MicVac and the Japanese company Dai Nippon Printing. DNP is a multinational conglomerate active in various areas. The Packaging department has included MicVac in its product range representing MicVac in Japan and South Korea. DNP sees big possibilities in these countries due to the established habit of eating chilled ready meals combined with an increase in the consumption of Western-style meals. At the Tokyo Pack exhibition in October 2010, where the partnership was launched, the crowded stand indicated the success. There was a steady whistling sound as everybody was enjoying the meals. Several projects were launched and next year will be very interesting.

MicVac will be exhibiting at the international Interpack Fair in Düsseldorf in May 2011, where there will be a possibility for potential customers to meet and discuss chilled ready meals. And not only discuss, there will also be the opportunity to taste. The flavor and the freshness of the product are best perceived by tasting.