Exclusive Mary Carmichael Findus' new range of frozen ready meals, Feeling Great! is being pitched as healthy convenient meals for busy people ­ bringing it into Birds Eye Wall's Enjoy! territory. Findus is putting £7m behind the new brand in the first six months ­ its highest spend ever, including £4m on TV ads screening from July. The six products, which take seven minutes to cook in the microwave from frozen, have already launched in Sweden, where they have been a "runaway success" said Findus UK's general manager Mohan Mohan. As well as TV ads, the UK launch will be backed by city billboard posters, press advertorials, sampling roadshows and merchandising materials. The focus is on the brands' high fibre, low fat healthier positioning. The six meals are Beef Sweet and Sour; Seafood Curry; Mango Chicken Curry; Shrimp Noodles; Sweet and Sour and Sweet Chilli Chicken. Rsp is around £2.59. Findus has also launched what it claims is the first manufacturer own trade web site, www.FeelingGreat.com. This offers up-to-the-minute information for distributors and tailored booking forms for retailers. {{MARKETING - P&P }}

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