For the Excellent Food Company, I developed the concept of a ready meal that was not pre~cooked. The pack would contain all the ingredients that would then be cooked at home ~ restaurant food from your own kitchen. The concept was ‘sold’ to Keith Floyd to endorse, and he produced a series of Asian fusion recipes that would work within the confines of the concept. I art directed and styled all the photography, (even cooked some of it!). It proved to be an idea ahead of its time. Marks & Spencer were very interested but one of Floyd's restaurants had financial difficulties and they withdrew their support. Today there are several versions of the same idea back on the supermarket shelves - sadly not with Keith Floyd.
