February 23, 2011, 1:18 pm

Birds Eye, the UK based frozen food brand, is adding Mexican Chargrills to its Chargrills Range.

Available from April, Mexican Chargrills will be sold alongside the already established Original, Peri Peri and Cracked Back Pepper, Reggae Reggae and Lime & Chilli variants, all made from 100% chicken breast.

As well as a new variant, the Chargrills range has also undergone a packaging makeover with bold logos and stronger photography hoping to emphasise serving suggestions.

The new packs have been designed to make them easier to distinguish from other poultry products within the fixture and help shoppers navigate the frozen poultry aisle more successfully.

Julian Fletcher, General Marketing Manager at Birds Eye, said:

“The Chicken Chargrills range has proven to be a great success with consumers and it is currently the number one brand in frozen poultry.

“This has been achieved through continued improvements on our core range, successful NPD, offering great consumer value and great advertising campaigns.

“Our aim is to continue to build on this successful formula with the introduction of the Mexican Chargrills variant.

Birds Eye Chargrill Range

“Mexican is an extremely popular and rapidly growing cuisine type in the UK so we expect the new SKU to generate high volumes of sales.”

The new Mexican Chargrills come in packs of two with an RRP of £1.69.

For more information click here to visit the Birds Eye website.


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