A new range of British meals has been developed by frozen food specialist Birds Eye.
Using popular products, the company is creating a sub-brand category and defining it with new packaging designs, Talking Retail reports.
Brand manager ready meals at Birds Eye Matt Blackmore stated that “interest” will be created in the category and the firm will “leverage” its current strong position in the frozen foods market.
“Great British Menu dials up true Britishness through both the range name and the package design, which features the iconic back drop of British racing green,” he said.
The range will consist of traditionally British meals such as roast dinners, stews, shepherd’s pie and cauliflower cheese.
Recently, Birds Eye introduced new Chicken Goujons in garlic and herb, classic crumb and hot ‘n’ fiery flavours.
The product was launched to cater for the teenage market.