BIRDSEYE LAUNCHES NEW PRODUCTS
Birds Eye, is launching into the £56m takeaway sector with four tasty variants; Hot and Spicy Burgers, Classic Crumb Goujons, Southern Fried Chicken Wings and the Southern Fried Combo Box.
Takeaway is currently the fastest growing sector and has experienced consistent value and volume growth over the last two years. In Convenience, Takeaway is now the third largest sector as consumers continue to buy affordable and tasty meals to dine at home in place of eating out .
There are currently more than 650m in-home takeaway occasions each year and frozen poultry accounts for a significant 67m of these . Birds Eye has identified an opportunity to place emphasis on quality and taste within the frozen takeaway category.
Kate Jackson, Brand Manager at Birds Eye, comments:
“We believe this range has huge potential to drive incremental sales and profits for retailers. The new products provide an ideal solution for consumers who, due to a lack of confidence in quality, do not currently buy frozen takeaway and are looking for a trusted brand that all of the family can enjoy.
“As with all of our existing products, the range is affordable and made with the best quality ingredients our consumers can trust. In fact, 61% of consumers questioned believe that the range is ‘good value for money’ . With these excellent results and high purchase intent scores, we are confident this launch will bring significant value to the category.”
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Tags: Birds, birds eye, Brand Manager, category, consistent value, Eye, fried chicken wings, frozen poultry, Hot, incremental sales, Kate Jackson, lack of confidence, purchase intent, quality, range, sector, Southern Fried, southern fried chicken, Spicy, spicy burgers, takeaway, tasty meals, value, Wings
