Frozen food prevents waste, Birds Eye says
More consumers are purchasing frozen food because it prevents wastage, Birds Eye has said.
The frozen food brand is to highlight the benefits its products in a new promotional campaign following recent reports from the Waste and Resources Action Programme that Britons throw away £600 of food per household each year, Talking Retail reports.
Birds Eye general manager UK Anne Murphy stated that shoppers can “enjoy fresh food without the waste” when they buy frozen foods.
“The recent uplift in sales for frozen suggests the message is getting through that freezing food locks in taste and nutrients, meaning that frozen tastes just as good as fresh,” she said.
A £500,000 media campaign is to be launched by the company which will include radio and print advertising.
Birds Eye produces a wide range of frozen food products, including waffles, peas, fish fingers, soya beans, beef burger and cod fillets.
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