"It is great food, fast, not fast food," said marketing and business development controller Peter Mayes.

Blue Marlin was asked to create packaging that stayed true to the overall brand but differentiated it from the core range.

"We needed to tackle people's poor expectations of microwaveable food head on," said Chris Hart, creative director of Blue Marlin Bath.

"That's why we developed the '3.5 minute pie' proposition. It is isn't a microwaveable pie so much as a proper pie, but faster."

The microwaveable pie will be available in steak and chicken varieties and it goes on sale next month.