While traditional British dishes are all the rage, the market is managing to holds its own. But as trends in home cooking become increasingly cosmopolitan and eating occasions less formal, dishes like shepherd’s pie and Lancashire hotpot could become occasional treats - with the Sunday Roast the last preserve of gravy and stuffing.

Success in this market relies on the balance between preserving the ‘Britishness’ of key brands, while establishing a future amongst a new generation of cooks and consumers for whom dishes like spaghetti Bolognese, stir-fry and Thai green curry are common mid-week dishes.