Birds Eye expands repertoire with new product launches

24 August 2015

Birds Eye expands repertoire with new product launches

Frozen food specialist, Birds Eye, is extending its product portfolio with two exciting new launches as part of its ongoing commitment to meet evolving consumer demands for nutritious and easy to prepare meals.

The new products include Stir Your Senses Risotto Primavera, an addition to its successful Stir Your Senses range and Wholegrain Chicken Grills.

Developed with consumer insights front of mind, these launches provide shoppers with appetising meals, created with high quality ingredients for a hassle-free cooking experience.

Stir Your Senses Risotto Primavera

Combining creamy risotto with a selection of tasty vegetables including peas and champignon mushrooms, new Stir Your Senses Risotto Primavera is the first vegetarian offering in the range. Designed to give consumers more time for the things they love, the nine-strong Stir Your Senses range offers stir-cooked meals that are easily prepared in a pan, from frozen to plate in just 10 minutes.

The range offers consumers innovative recipes and convenience and adds value to the £360m* ready meals category, which has been in recent decline. Its success has seen a turnaround of category spend performance, from decline to growth in all top supermarkets, adding £3.1m** to the frozen category.

Wholegrain Chicken Grills

Adding to its Wholegrain offering, Birds Eye is launching Chicken Grills. Wholegrain Chicken Grills are made with 100% chicken breast and coated in 100% wholegrain breadcrumbs. The new product contains absolutely no artificial colours, flavours or preservatives.

Birds Eye UK Marketing Director, Steve Chantry, comments: "Our customers are increasingly looking for meals that offer both taste and convenience. Through our ongoing commitment to innovation, we've been able to develop new delicious meal options for some of our most popular ranges, offering families something different to try that involves little preparation and a hassle-free cooking experience.

"We're excited to be spearheading breakthroughs in the frozen category and we're confident everyone will enjoy these delicious new recipes."


*Source: ACNielsen 52 week data ending July 2015

** Source: Kantar 3 months data ending June 2015



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