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Prepared Meals and Meal Kits - UK - May 2011

Prepared meals encompasses meals where all the preparation has been done by the manufacturer and the meal just requires heating or cooking by conventional or microwave oven, crock pot, wok, etc. To include:

  • Complete meals, which need no additional ingredients to be supplied by the consumer. Spaghetti Bolognese and curry with rice are typical examples of this category. Including frozen, chilled and ambient ready meals.
  • Part meals or meal centres, to which the consumer may, but need not, add items such as vegetables, pasta or rice. Products such as shepherd’s pie, single ethnic dishes (for example, chicken tikka) and vegetable dishes that have a dual purpose as part meals and accompaniments are, therefore, included in this definition.
  • Meal kits, which require assembly and/or the addition of ingredients to create a complete meal, such as fajita kits which include tortillas, salsa and spice mix, but require the addition of vegetables and/or meat/chicken.
  • Ready-to-cook foods, which are further-prepared/flavoured chilled foods specifically positioned on a platform of needing no further preparation on the part of the consumer other than opening the packet and cooking the product according to the on-pack instructions. The major multiples have developed their own specific sub-branded ranges of such foods with a view to assisting consumer selection at the fixture, such as the Sainsbury’s Just Cook range, Asda’s Go Cook! range and Marks & Spencer’s Cook! range. It should be noted that some sectors of the trade use the terms ‘part prepared’ or ‘partially prepared foods’ – both terms are deemed to refer to ready-to-cook foods as defined for the purpose of this report.
  • ‘Pies’ that have no pastry content (for example, fish pie) and, therefore, do not conform to Mintel’s definition of a pie, are included in this report.

Market size and forecast data do include frozen, ambient and chilled ready meals and pies and pasties sold through retail channels.

Excludes

  • Raw meal centres such as sausages and prepared meal centres rarely eaten without other foods, such as fish fingers.
  • Snacks such as bhajis, spring rolls or sausage rolls, which do not form a main meal and are instead part of the prepared snack/accompaniment market.
  • Selected chilled/frozen meal products are excluded from this report where they form sectors sufficiently large to be examined in their own right, for instance in Mintel’s Pizza – UK, June 2009.
  • Prepared salads are also excluded.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Prepared meals market size and forecast, 2005-15
            • 2010 sees the market return to stronger growth
              • The future
                • Market factors
                  • Moderate consumption
                    • Premiumisation and healthier products needed to engage the ageing population
                      • Balancing convenience with other determining factors
                        • Companies, brands and innovation
                          • Figure 2: Estimated market share of chilled ready meals, 2010
                        • Own-label leverages power of scale
                          • NPD continues to drive the market
                            • General Mills looks to TV
                              • The consumer
                                • Figure 3: Types of prepared meals and meal kits eaten or bought in the last 12 months, March 2011
                              • Ready meals dominate the market
                                • Ready meal users rate convenience, meal kits users enjoy customising
                                  • Figure 4: Agreement with statements on chilled/frozen ready meals and meal kits, by those who have bought/eaten ready meals and meal kits in the last 12 months, March 2011
                                • What we think
                                • Issues in the Market

                                    • Can new cuisines prevent the ready meals category from losing share?
                                      • Can innovation help broaden the consumer base?
                                        • Can meal kits help grow ready meals penetration among families?
                                          • Can premiumisation continue to deliver growth in the ready meals category?
                                            • How much potential is there for meal kits and ready-to-cook foods?
                                            • Future Opportunities

                                                • FSTR and HYPR
                                                  • Extend My Brand
                                                  • Internal Market Environment

                                                    • Key points
                                                      • A need to increase more regular consumption
                                                        • Figure 5: Trends in frequency of use of ready meals – chilled and frozen, 2010
                                                      • Cooking from scratch poses a threat to prepared meals
                                                        • Figure 6: Trends in agreement with attitudes towards cooking, 2006-10
                                                      • Frozen ready meals could benefit from strong support for frozen food
                                                        • Figure 7: Agreement with the statement ‘Frozen foods are as good for you as fresh foods’, 2006-10
                                                      • Customisation aids meal kits and ready-to-cook foods
                                                        • Health remains a focus area, with half of consumers trying to eat healthily
                                                          • Figure 8: Trends in agreement with selected lifestyle statements on health, 2006-10
                                                      • Broader Market Environment

                                                        • Key points
                                                          • The squeeze on incomes could challenge growth
                                                            • Figure 9: RPI and average weekly earnings, January 2005- February 2011
                                                          • Food prices having an effect on consumer behaviour
                                                            • Demographic changes
                                                              • Growth in 25-34s will provide a boost to the sector
                                                                • Figure 10: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                                              • One-person households will enhance ready meals sales
                                                                  • Figure 11: Trends in UK households, by size, 2005-10 and 2010-15
                                                                • Rising number of C1s aids growth
                                                                  • Figure 12: Forecast adult population trends, by socio-economic group, 2005-15
                                                              • Competitive Context

                                                                • Key points
                                                                  • A competitive set of meal options
                                                                    • Figure 13: UK retail sales of selected categories of prepared meals, by value, 2010*
                                                                    • Figure 14: UK retail sales of selected categories competing with prepared meals, percentage change in value, 2005-10*
                                                                  • Competing with eating out?
                                                                    • Cooking sauces offer a convenient cooking experience
                                                                      • Pizza retains popularity
                                                                        • Scratch cooking poses a threat to prepared meals
                                                                          • Sandwiches continue to dominate lunchtime options
                                                                            • Figure 15: Performance of sandwich market, market sizes, 2005-10*
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Own-label dominates NPD
                                                                                  • Figure 16: New product launches in the prepared meals and meal kits market, own-label vs brands, 2008-10
                                                                                • Premiumising the category through quality ingredients
                                                                                  • Standing out in a competitive market
                                                                                    • Health remains an issue
                                                                                      • Looking to foodservice for inspiration
                                                                                        • Flavour innovation contributes to family-friendly positioning
                                                                                          • Ease of use appeals to one-person households
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • The market sees stable growth
                                                                                                • Figure 17: UK retail sales and forecast of prepared meals, by value, 2005-15
                                                                                              • Future growth in the market
                                                                                                • Figure 18: Prepared meals market size and forecast, 2005-15
                                                                                              • Segmentation
                                                                                                • Figure 19: Chilled ready meals market size and forecast, 2005-15
                                                                                                • Figure 20: Frozen ready meals market size and forecast, 2005-15
                                                                                                • Figure 21: Ready-to-cook foods market size and forecast, 2005-15
                                                                                                • Figure 22: Pies and pasties market size and forecast, 2005-15
                                                                                              • Methodology
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Ready meals see steady growth
                                                                                                    • Figure 23: UK retail value sales and forecast of chilled and frozen ready meals, 2005-15
                                                                                                  • British cuisine dominates the prepared meals market
                                                                                                    • Figure 24: Market segments in the chilled and frozen ready meals market, by cuisine, 2009 and 2010
                                                                                                  • Ready-to-cook foods also find British favour
                                                                                                    • Figure 25: Market segments in the ready-to-cook foods market, by cuisine, 2009 and 2010
                                                                                                  • Standard segment continues to dominate the market
                                                                                                    • Figure 26: Market segments in the chilled and frozen ready meals and ready-to-cook foods market, by type, 2009 and 2010
                                                                                                  • Chilled options dominate pies and pasties market
                                                                                                    • Figure 27: Market segments in the pies and pasties market, by type, 2010
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • M&S grows share in chilled ready meals
                                                                                                      • Figure 28: Estimated manufacturer shares in retail value sales of chilled ready meals, 2010
                                                                                                    • Heinz’ Weight Watchers dominates frozen ready meals
                                                                                                      • Figure 29: Estimated manufacturer shares in retail value sales of frozen ready meals, 2009 and 2010
                                                                                                  • Companies and Products

                                                                                                    • Asda
                                                                                                      • Birds Eye
                                                                                                        • Findus
                                                                                                          • Heinz
                                                                                                            • Marks & Spencer
                                                                                                              • Morrisons
                                                                                                                • Sainsbury’s
                                                                                                                  • Tesco
                                                                                                                    • Waitrose
                                                                                                                      • Meal kits
                                                                                                                        • Blue Dragon
                                                                                                                          • Discovery Foods
                                                                                                                            • Old El Paso
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • 2010 sees a return to advertising investment
                                                                                                                                  • Figure 30: Main monitored advertising expenditure on prepared meals and meal centres market, by top 20 companies, 2006-11*
                                                                                                                                • General Mills dominates expenditure
                                                                                                                                  • Figure 31: Advertising expenditure by top ten companies, in the UK prepared meals and meal kits market, 2006-10
                                                                                                                                  • Figure 32: Advertising expenditure by brand, in the UK prepared meals and meal kits market, 2006-10
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Supermarkets leverage scale of distribution
                                                                                                                                    • Figure 33: Food, drink and tobacco – estimated channels of distribution, 2009
                                                                                                                                  • Premium stores prove popular
                                                                                                                                    • Figure 34: Index of supermarkets used by prepared meals and meal kit users (Average = 100), March 2011
                                                                                                                                • The Consumer – Usage

                                                                                                                                  • Key points
                                                                                                                                    • Ready meals remain the most popular type of prepared meal
                                                                                                                                      • Figure 35: Prepared meals/meal kits eaten or bought in the last 12 months, March 2011
                                                                                                                                    • 25-34s are the core users of prepared meals and meal kits
                                                                                                                                      • Figure 36: Index of prepared meals and meal kits eaten or bought in the last 12 months, by gender, age and socio-economic group (Average = 100), March 2011
                                                                                                                                    • Appealing to different sized households
                                                                                                                                      • Figure 37: Prepared meals/meal kits eaten or bought in the last 12 months, by household size, March 2011
                                                                                                                                    • Brands dominate meal kits
                                                                                                                                      • Figure 38: Prepared meals/meal kits eaten or bought in the last 12 months, by brand or own-label, March 2011
                                                                                                                                    • Premium own-label variants prove popular for chilled ready meals and ready-to-cook foods
                                                                                                                                      • Frozen dominated by brands and standard varieties
                                                                                                                                        • British meals find favour with consumers
                                                                                                                                          • Figure 39: Trends in kinds of ready meals – chilled or frozen (excluding pizzas) used, 2006-10
                                                                                                                                        • Notable crossover between the convenient categories
                                                                                                                                          • Figure 40: Crossover in usage of prepared meals, March 2011
                                                                                                                                      • The Consumer – General Eating/Cooking Habits

                                                                                                                                        • Key points
                                                                                                                                            • Figure 41: Agreement with statements on eating and cooking habits, March 2011
                                                                                                                                          • Scratch cooking could threaten the market
                                                                                                                                            • Catering to eating habits
                                                                                                                                              • Figure 42: Index of agreement with statements on eating and cooking habits, by gender, age, socio-economic status and annual household income, (Average = 100), March 2011
                                                                                                                                            • Appealing to the health-conscious consumer
                                                                                                                                              • Figure 43: Agreement with statements on eating and cooking habits, by gender, March 2011
                                                                                                                                            • Travelling has a limited impact on tastes
                                                                                                                                              • Figure 44: Agreement with statements on eating and cooking habits, by age, March 2011
                                                                                                                                          • Consumer Attitudes towards Ready Meals and Meal Kits

                                                                                                                                            • Key points
                                                                                                                                                • Figure 45: Statements on ready meals and meal kits*, March 2011
                                                                                                                                              • Recreating the restaurant experience at home
                                                                                                                                                • Convenience appeals to the majority
                                                                                                                                                    • Figure 46: Agreement with statements on ready meals and meal kits, by age, March 2011
                                                                                                                                                  • Meal kit users look for different things than ready meal users
                                                                                                                                                    • Figure 47: Agreement with statements on chilled/frozen ready meals and meal kits, by those who have bought/eaten ready meals and meal kits in the last 12 months, March 2011
                                                                                                                                                  • Quality image has improved, health perception lags behind
                                                                                                                                                    • Figure 48: Index of agreement with statements on ready meals and meal kits, by gender, age, socio-economic status and annual household income, (Average = 100), March 2011
                                                                                                                                                • Consumer Attitudes towards Ready-to-Cook Foods

                                                                                                                                                  • Key points
                                                                                                                                                    • Women are more engaged in the category
                                                                                                                                                      • Figure 49: Index of agreement with statements on ready-to-cook foods, by gender (Average = 100), March 2011
                                                                                                                                                    • Convenience element staves off competition from scratch cooking
                                                                                                                                                      • Figure 50: Statements on ready-to-cook foods, March 2011
                                                                                                                                                    • Confusion over the category is still apparent
                                                                                                                                                        • Figure 51: Index of agreement with statements on ready-to-cook foods, by gender, age, socio-economic group and annual household income (Average = 100), March 2011
                                                                                                                                                      • Cost savings help the category compete with foodservice
                                                                                                                                                          • Figure 52: Agreement with the statement ’Ready-to-cook foods are a cheaper alternative to a takeaway/eating out’, March 2011
                                                                                                                                                        • Positive associations will help to boost the category
                                                                                                                                                          • Figure 53: Statements on ready-to-cook foods, March 2011
                                                                                                                                                      • The Consumer – Targeting Opportunities

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 54: Consumer clusters for ready meals and meal kits, March 2011
                                                                                                                                                          • Healthy and Adventurous
                                                                                                                                                            • Retired on a Budget
                                                                                                                                                              • Authentics
                                                                                                                                                                • Disengaged
                                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                                    • Figure 55: New product launches in the prepared meals and meal centres market, by storage, 2008-10
                                                                                                                                                                    • Figure 56: New product launches in the prepared meals and meal kits market, by top ten companies, 2008-10
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                    • Figure 57: Best- and worst-case forecasts for prepared meals and meal kits, 2010-15
                                                                                                                                                                • Appendix – Segment Performance

                                                                                                                                                                    • Figure 58: Value sales and forecast for chilled and frozen ready meals, 2005-15
                                                                                                                                                                    • Figure 59: Value sales and forecast for chilled ready meals, 2005-15
                                                                                                                                                                    • Figure 60: Value sales and forecast for frozen ready meals, 2005-15
                                                                                                                                                                    • Figure 61: Value sales and forecast for ready-to-cook foods, 2005-15
                                                                                                                                                                    • Figure 62: Value sales and forecast for pies and pasties, 2005-15
                                                                                                                                                                • Appendix – The Consumer – Usage

                                                                                                                                                                    • Figure 63: Types of prepared meals and meal kits eaten or bought in the last 12 months, by most popular agreement with statements on eating and cooking habits, March 2011
                                                                                                                                                                    • Figure 64: Types of prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
                                                                                                                                                                    • Figure 65: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
                                                                                                                                                                    • Figure 66: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
                                                                                                                                                                    • Figure 67: Types of prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
                                                                                                                                                                • Appendix – General Eating/Cooking Habits

                                                                                                                                                                    • Figure 68: Most popular agreement with statements on eating and cooking habits, by demographics, March 2011
                                                                                                                                                                    • Figure 69: Next most popular agreement with statements on eating and cooking habits, by demographics, March 2011
                                                                                                                                                                    • Figure 70: Types of prepared meals and meal kits eaten or bought in the last 12 months, by most popular agreement with statements on eating and cooking habits, March 2011
                                                                                                                                                                    • Figure 71: Types of prepared meals and meal kits eaten or bought in the last 12 months, by next most popular agreement with statements on eating and cooking habits, March 2011
                                                                                                                                                                • Appendix – Attitudes towards Ready Meals and Meal Kits

                                                                                                                                                                    • Figure 72: Agreement with the statement ‘They are a cheaper alternative to a takeaway/eating out’, by demographics, March 2011
                                                                                                                                                                    • Figure 73: Agreement with the statement ‘They are a healthier alternative to a takeaway/eating out’, by demographics, March 2011
                                                                                                                                                                    • Figure 74: Agreement with the statement ‘They are not as authentic as a takeaway/eating out’, by demographics, March 2011
                                                                                                                                                                    • Figure 75: Agreement with the statement ‘They are unhealthy’, by demographics, March 2011
                                                                                                                                                                    • Figure 76: Agreement with the statement ‘They are fine when you’re pressed for time’, by demographics, March 2011
                                                                                                                                                                    • Figure 77: Agreement with the statement ‘They are good for sharing/when entertaining’, by demographics, March 2011
                                                                                                                                                                    • Figure 78: Agreement with the statement ‘The quality of ready meals has improved’, by demographics, March 2011
                                                                                                                                                                    • Figure 79: Agreement with the statement ‘They are a good option for solo dining’, by demographics, March 2011
                                                                                                                                                                    • Figure 80: Agreement with the statement ‘They are a good way to try a new cuisine’, by demographics, March 2011
                                                                                                                                                                    • Figure 81: Agreement with the statement ‘I prefer meal kits to ready meals as I feel more involved in the cooking process’, by demographics, March 2011
                                                                                                                                                                    • Figure 82: Agreement with the statement ‘Meal kits can be easily customised to my tastes’, by demographics, March 2011
                                                                                                                                                                • Appendix – Attitudes towards Ready-to-cook Foods

                                                                                                                                                                    • Figure 83: Attitudes towards ready-to-cook foods, March 2011
                                                                                                                                                                    • Figure 84: Agreement with the statement ‘They are a healthier alternative to a ready meal’, by demographics, March 2011
                                                                                                                                                                    • Figure 85: Agreement with the statement ‘They are a cheaper alternative to a takeaway/eating out’, by demographics, March 2011
                                                                                                                                                                    • Figure 86: Agreement with the statement ‘They are more convenient than cooking from scratch’, by demographics, March 2011
                                                                                                                                                                    • Figure 87: Agreement with the statement ‘They are not as convenient as a ready meal’, by demographics, March 2011
                                                                                                                                                                    • Figure 88: Agreement with the statement ‘They are good when you are pressed for time’, by demographics, March 2011
                                                                                                                                                                    • Figure 89: Agreement with the statement ‘They are good for sharing/when entertaining’, by demographics, March 2011
                                                                                                                                                                    • Figure 90: Agreement with the statement ‘The quality of ready-to-cook meals has improved’, by demographics, March 2011
                                                                                                                                                                    • Figure 91: Agreement with the statement ‘They are of a better quality than a ready meal’, by demographics, March 2011
                                                                                                                                                                    • Figure 92: Agreement with the statement ‘They provide inspirational recipe ideas’, by demographics, March 2011
                                                                                                                                                                    • Figure 93: Agreement with the statement ‘Their packaging is easy to use’, by demographics, March 2011
                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                    • Figure 94: Target groups, by demographics, March 2011
                                                                                                                                                                    • Figure 95: Agreement with statements on eating and cooking habits, by target groups, March 2011
                                                                                                                                                                    • Figure 96: Types of prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
                                                                                                                                                                    • Figure 97: Types of prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
                                                                                                                                                                    • Figure 98: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
                                                                                                                                                                    • Figure 99: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
                                                                                                                                                                    • Figure 100: Attitudes towards chilled/frozen ready meals and meal kits, by target groups, March 2011
                                                                                                                                                                    • Figure 101: Attitudes towards ready-to-cook foods, by target groups, March 2011

                                                                                                                                                                Companies Covered

                                                                                                                                                                • AB World Foods
                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                • Amy's Kitchen Inc.
                                                                                                                                                                • Annabel Karmel
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Aunt Bessie's
                                                                                                                                                                • Bank of England
                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                • British Frozen Food Federation
                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                • Co-operative Group
                                                                                                                                                                • Coca-Cola GB
                                                                                                                                                                • Costa
                                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                                • Discovery Foods Ltd
                                                                                                                                                                • Domino's Pizza UK & IRL, plc
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Findus Ltd [UK]
                                                                                                                                                                • Food Standards Agency
                                                                                                                                                                • Freeview
                                                                                                                                                                • FremantleMedia Ltd.
                                                                                                                                                                • General Mills Inc
                                                                                                                                                                • Ginsters
                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                • Greggs Plc
                                                                                                                                                                • HJ Heinz Company UK
                                                                                                                                                                • Iceland Foods Ltd
                                                                                                                                                                • Innocent Drinks Ltd
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • Jamie Oliver
                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                • Kantar Media
                                                                                                                                                                • Kerry Group plc
                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                • Little Dish
                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                • McCain Foods Limited
                                                                                                                                                                • McDonald's Restaurants Limited (UK)
                                                                                                                                                                • mmO2 plc
                                                                                                                                                                • Nandos UK
                                                                                                                                                                • National Consumer Council
                                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                                • Ocado
                                                                                                                                                                • Orange plc (UK)
                                                                                                                                                                • Permira Advisers Ltd
                                                                                                                                                                • Pillsbury
                                                                                                                                                                • PizzaExpress Limited
                                                                                                                                                                • Premier Foods plc
                                                                                                                                                                • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                • RSPCA
                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                • Virgin Mobile
                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                • Wagamama Ltd
                                                                                                                                                                • Waitrose Ltd
                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                • Weight Watchers Ltd. (UK)
                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                • World Wildlife Fund
                                                                                                                                                                • Young's Bluecrest Seafood Ltd

                                                                                                                                                                Prepared Meals and Meal Kits - UK - May 2011

                                                                                                                                                                £1,750.00 (Excl.Tax)