August 30, 2011, 1:09 pm

Birds Eye is launching a new range of Chicken Balti individual Pies.

Made with shortcrust pastry, pieces of 100% chicken breast and vegetables in a spicy sauce, Birds Eye four Chicken Balti Pies will be available nationwide from 1st September.

With 60 years of heritage in pies behind it, Birds Eye remains the brand leader within frozen pies and hopes to inject excitement and variety into its offering by combining classic British and Indian cuisines in one pie.

Boxed in purple packaging, the pie range aims to achieve great standout in frozen cabinets.

Pete Johnson, Brand Manager at Birds Eye, commented:

“Balti Pies have been famously enjoyed in football stadiums and high street bakeries for years so we’re delighted to now offer this best seller for consumers to enjoy at home as the new season kicks off.


Made with shortcrust pastry, pieces of 100% chicken breast and vegetables in a spicy sauce

“The economic backdrop and eating trends are favourable for frozen, particularly pies.


“But whilst frozen bakery is seeing a year on year growth, shopper frequency has been down, so Birds Eye is introducing something beyond the more traditional meat and vegetable pie in order to broaden the age and demographic, as well as encourage people to choose pies for meals more often.

“We see the pies being partnered with choice-oven chips for a truly British teatime meal.”

Chicken Balti Pies are just one part of a major restage Birds Eye will carry out in a bid to generate higher spend for the category this year.

The biggest change will be the introduction of another new pie: four individual Steak Pies.

Pete continued: “Steak is the number one pie recipe and a modern classic.

“We’re confident the new SKU could be even bigger than our famous Chicken recipe which generates more than double the sales value of the next most successful pie in frozen.”

As well as the new Chicken Balti and Steak flavours, the existing Steak & Kidney classic recipe will be relaunched in a two pack and the entire Birds Eye Pie range will benefit from eye-catching new-look packaging.

The full four-pack pie range will now include Birds Eye Chicken Balti, Steak, Chicken and Minced Beef & Onion. Chicken Balti Pies have an RRP of £2.89 and Steak £2.99.


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