Microwave packaging evolution: processors and packaging suppliers are responding to increasing consumer demand for more convenient meals that can be served within minutes.

Remember back 25 years ago when people thought that the microwave would revolutionize the way we cook and prepare meals? Well, it didn't quite happen as some predicted and during the 1980s and much of the '90s the appliances were often used more for reheating and for snacks like popcorn than for dinner preparation.

Thanks to advanced packaging and microwave technology, plus extensive work in company test kitchens, today's re-heatable meals are more of a real choice than ever before. Call them what you will--heat and serve, ready to eat, or home meal replacements--these entree items are making their mark.

In addition to the traditional freezer aisle, supermarkets increasingly offer designated sections in the fresh-meat case for refrigerated microwaveable meats and poultry items. A variety of microwave-ready meat and poultry items are available, produced by major processors as well as smaller regional companies and prepared foods manufacturers.

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Tyson Foods, Springdale, AR, dubs its fully cooked products "Heat 'n Eat", and offers microwaveable beef, pork, and poultry items that range from portioned to whole chickens, from unseasoned to flavored varieties. Austin, MN-based Hormel Foods has expanded its line of fully cooked entrees over the last few years to include traditional favorites like Beef Tips with Gravy, Pork Roast Au Jus, and Oven Roasted and Sliced Turkey Breast, as well as unique offerings like Seasoned & Sliced Beef Brisket with Famous Dave's[R] Rich and Sassy[R] Barbecue Sauce and Seasoned Pulled Pork, among others. Jennie-O Turkey Store's So Easy line from Hormel includes several varieties of roasted fully cooked turkey in slices, chunks, and strips.

Smithfield, VA-based Smithfield Foods is a leading meat company with a considerable investment in microwaveable products, for its own brand and at least two of its partner brands, RMH Foods and John Morrell & Co.

"We have a full gamut of products--we are the largest pork company, we have beef and turkey, and we are working on other proteins. If you are going to be in this business, you're best to offer a full variety," says Mark Willes, vice president of sales and marketing for the new Smithfield Innovation Group culinary center in Buffalo, Grove, IL. Willes says that top sellers in this category seem to be longtime favorites that appeal to the timesaving and convenience aspects of meal preparation.