BIRDS EYE LAUNCHES QUALITY FISH AND CHIPS
To capitalise on the on-going growth of convenience dining, this May, Birds Eye is launching a new Fish, Chips and Peas Dinner. The dinner, which containing Birds Eye’s 100% Fish Fillet and Field Fresh Garden Peas, claims good taste and simple convenience with no artificial flavours or ingredients.
The Fish, Chips and Peas Dinner is being launched to provide an alternative meal solution for consumers within Traditional Dinners, currently the single biggest sector within frozen ready meals.
The sector has a value of £134m in retail sales , building on Birds Eye‘s successful range of best selling frozen meal solutions and Dinner products.
Daniel Wheeler, Senior Brand Manager at Birds Eye, commented:
“This is an extremely exciting launch for us as we bring our famous Fish Fillets and delicious Field Fresh Peas together to create a tasty and convenient complete meal for consumers. By using proven best-selling Birds Eye products we believe this is a compelling addition to our Traditional Dinners range and meets a genuine consumer need for further better choice and increased variety in the sector.
“We know that a massive 80% of our consumers already buy into the traditional sector and with Fish and Chips’ position square in the heartland of British take away meals, we are positive this launch will be extremely successful. Our entire Dinners range will also have significant exposure with our core consumers throughout the summer, featuring prominently on daytime TV as part of our comprehensive sponsorship and partnership campaign with ITV3.”
The company says “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 of the ingredients, giving consumers that familiar Birds Eye quality taste all year round”.
*RRP £2.49
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