BIRDS EYE BAKE TO PERFECTION RANGE HITS £10 MILLION SALES
Birds Eye, the UK’s leading frozen food brand, and proud owners of the Simply Bake to Perfection range, is delighted to announce that the hugely popular fish products have smashed through the £10million net sales value barrier within the first six months of launching . This level of success sets Bake to Perfection up to be one of the Hero NPD launches of 2009 with sales on par with the relaunch of Cadbury’s Wispa and Heinz Snap Pots .
Brand confidence, premium tasty ingredients and guaranteed freshness all continue to be major contributors towards the success of the breakthrough concept in frozen fish, with even further cause for celebration as Sainsbury’s named Baked to Perfection ‘Frozen NPD of the Year’ at it’s supplier conference last week. The award plays testament to the company’s thorough understanding of what consumers really want.
The oven-bake range has significantly grown the £98m frozen naked fish sector and dramatically increased its relevance for in-home consumption, driving 86% of the category’s overall +£7.53m, 12 week value growthf and increasing new shoppers to the category by 2.5% . The range has also played an active role in influencing consumers to buy more, increasing the category’s average weight of purchase by 8.1%
Projected annual sales forecast for March 2010 was originally set at £16million, however Birds Eye has just published a revised figure of £20million in line with current and expected performance.
The range is scheduled for even further growth through increased distribution, on-pack communication and exciting product extensions However, Birds Eye has not stopped there. A series of brand new innovative product launches are scheduled for early 2010 with breakthrough concepts set to shake the category.
Head of Category, Will Hemmings, comments: “As a category leading supplier , Birds Eye is continually looking for new and real ways to innovate to satisfy genuine consumer needs. We take every launch very seriously and only when we have every reason to believe that it’s exactly what consumers are looking for. We’re so delighted to be recognised by Sainsbury’s for all the research and marketing support we invest into NPD.”
Consumer research shows that shoppers prefer oven-baked fish to microwaved fish as it is perceived as more appetising and delivers excellent results. It also reveals that microwaved fish can turn consumers off products. Baking bags were far more appealing than microwave bags and consumers felt they more in line with correct fish cooking methods.
Related posts:
- BIRDS EYE ADDS NEW RECIPES TO ITS BAKE TO PERFECTION RANGE
- BIRDS EYE LAUNCHES DINE-IN PRODUCTS
- BIRDS EYE LAUNCHES SEAFOOD INTO ITS BAKE TO PERFECTION RANGE
- BIRDS EYE LAUNCHES NEW CHUNKY FISH FINGERS
- BIRDS EYE PUBLISHES NEW FISH REPORT
- Birds Eye launches £1 initiative
- BIRDS EYE TO INTRODUCE NEW BAKED TO PERFECTION VARIETIES IN SPRING
- Frozen food prevents waste, Birds Eye says
