BIRDS EYE TO INTRODUCE NEW BAKED TO PERFECTION VARIETIES IN SPRING
Birds Eye, the UK’s leading frozen food brand is set to inject further growth into the naked fish sector in 2010 by developing its award winning Bake to Perfection range. From March, the brand is introducing a new cod variant with a fresh parsley butter sauce to appeal to an even larger group of shoppers that include cod loyalists.
Consumers will also benefit from the addition of real foil to the revolutionary Bake Perfect Bag – emulating the way they would cook fish if they were preparing it themselves – alongside a redesign of the premium Bake to Perfection packaging. Creating clearer and more distinct differentiation between variants, the range will feature a bold colour theme for each different variant of fish, giving the packs an even greater standout in the freezer cabinet and making it easier for shoppers to find, choose and understand the different products. Packs will also inform the consumer of the real foil addition with a front of pack flash, which will reinforce the benefits of the Bake Perfect Bag.
The naked fish sector is currently in growth of 31.6% and 84% of this growth can be attributed to the launch of Birds Eye’s Bake to Perfection range in Spring 2009. Additionally the range has attracted new shoppers to Naked Fish with over 25% of buyers being new to the sector. The brand celebrated smashing the £10m sales mark in October after only six months in the market, firmly establishing Bake to Perfection as one of the biggest grocery launches of 2009.
Armen Topalian, Trade Marketing Manager for Fish, says, “The success of the Bake to Perfection range is a positive reflection of our use of the finest quality loin fillets, a breadth of range that excites consumers into trying new species and flavours and the convenience of a perfect cook every time straight from the freezer. The addition of a cod variant will attract a further 2.5m households to the Bake to Perfection range. This will help continue the growth of the range as a hero for the frozen category, bringing new shoppers into the aisle. These products really are must-stock items for retailers with strong margins and guaranteed consumer demand.”
The developments to the Bake to Perfection range will be supported by high profile TV advertising throughout the year as part of a heavyweight £2.6m marketing spend.
As one of the UK’s best selling and best loved brands, Birds Eye is synonymous with quality food that’s frozen for freshness. The entire Birds Eye range is created using only carefully sourced premium ingredients and the highly efficient freezing process used locks in the natural nutrition, flavour and freshness, giving consumers that familiar Birds Eye quality taste all year round.
Bake to Perfection Cod Fillets RRP £4.49*
Pack size 280g
Case size 6
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