Coated products are now well established in Europe, particularly in the fish and poultry product areas, although there is also an increasingly high level of innovation in other areas such as coated vegetables and coated cheeses. The market has benefited particularly from movement towards convenience foods and also from increased demand for alternatives to red meat. As the market has expanded, so too has coating technology, and the sector is no longer limited simply to plain breaded or battered products, but includes crispier coatings and flavoured coatings.