BIRDSEYE LAUNCHES REGGAE BURGERS

February 12th, 2010

This March, Birds Eye is set to spice up its number one selling branded burger range with the launch of a delicious new variant. Available from March, Reggae Reggae Beef Quarter Pounders are infused with red peppers and Reggae Reggae jerk seasoning for an exotic twist on traditional family meal times.

The launch of Reggae Reggae Beef Quarter Pounders builds on the phenomenal success of Reggae Reggae Chicken Chargrills, launched last May. Sales since launch exceeded £4m in retail sales , helping to drive strong growth in the overall Poultry category.

The current popularity of burgers is evident with the total chilled burgers sector experiencing a substantial +67% growth over the last five years in the UK . There has also been a proliferation of flavoured burgers within the chilled market with a variety of flavours such as Chilli, Smoked Cheddar and Chives and Jalapeno, which have added excitement in the category.

Birds Eye plans to tap into this trend by offering this exclusive new flavour variant and then, in turn, draw consumers back into frozen Red Meat to drive overall category sales. The Reggae Reggae brand has a high level of awareness and delivers an exciting and dynamic consumer proposition, particularly in collaboration with the Birds Eye brand.

Nisha George, Brand Manager at Birds Eye, commented:
“We believe Reggae Reggae Beef Quarter Pounders will be a huge opportunity to drive incremental sales and profits for retailers and an exciting addition to the frozen category. As market leaders, it’s incredibly important for us to continue to invest in truly innovative products that meet consumer needs and ultimately help to boost category value.

“Burgers are still a firm family favourite for meals at home so there is a significant opportunity for us to appeal to current and new consumers alike with this delicious new product. Our burgers are made with the best quality ingredients and are incredibly convenient as they can be cooked straight from frozen, so we expect them to sell particularly well through the barbeque season.”

The launch of Birds Eye Reggae Reggae Beef Quarter Pounders will be supported by national PR, on-line and in-store activation and will be available from the 1st March 2010. The new variant is available in packs of four (454g) at an RRP of £2.49 , and should ideally be merchandised in the frozen Red Meat section, alongside Birds Eye Burgers.