BIRDS EYE LAUNCHES DINE-IN PRODUCTS
When manufacturers first launched their frozen ready meals, consumers described them as unidentified floating objects and the quality wasn’t good, however with its new range of “Simply” foods, Birds Eye have seriously ramped up the category quality and moved into the new “Dining-In” positioning, also known as “CREAM” standing for “Cancel The Restaurant And Eat At Mine”.
They have two new ranges under the Simply banner … they are called Simply Bake To Perfection and Simply Naked And Natural.
just-food.com quoted Senior Brand Manager at Birds Eye Igo as saying “The products, which will be backed by a GBP3.2m (US$4.6m) marketing campaign, aim to tap into the “massive latent growth potential for frozen fish”, current product offerings don’t address the usage barriers we have identified that consumers have with natural fish, and as a result, the growth in households buying into the sector is lower than expected”.
The Simply Bake comes in five variants based on fish with herb butter sauces. They are packed in “Bake Perfect Bags” which Birds Eye says keep the fish succulent.
The Simply Naked & Natural range are varieties of fish fillets sealed in a Catch Fresh Pouch which, it is claimed, boosts the freshness of the fish.
Fore more information click here.
Related posts:
- BIRDS EYE TO INTRODUCE NEW BAKED TO PERFECTION VARIETIES IN SPRING
- Birds Eye launches £1 initiative
- BIRDS EYE BAKE TO PERFECTION RANGE HITS £10 MILLION SALES
- BIRDS EYE LAUNCHES QUALITY FISH AND CHIPS
- BIRDSEYE LAUNCHES NEW PRODUCTS
- Households adding to waste bill
- Frozen food prevents waste, Birds Eye says
- Fish counter labels ‘are confusing’
