A new range of ready meals are to be launched by Birds Eye that will focus on the health concerns of consumers.
Due to be launched in March, Eat Positive will be a range of light ready meals building on the company’s success with frozen vegetables, Talking Retail reports.
Marketing manager at Birds Eye Phil Balderamos commented that consumers are still time poor in today’s society.
Convenience has been delivered with the new meals, Mr Balderamos said, with taste, enjoyment and health also achieved.
“The key to driving growth is introducing real innovation to reflect changing consumer needs as well as offering great quality classic recipes and not just replicating existing lines,” he stated.
A multi-million campaign help boost awareness of Eat Positive, Mr Balderamos added.
Research released by the Food Standards Agency revealed that consumers are becoming more concerned with eating healthy foods as well as fruit and vegetables.