Birds Eye is bringing to market a new product from its bakery business with an aim to inject greater choice into every day evening meal occasions.
Launching in spring 2012, Birds Eye Pastry Bakes will combine a 100% chicken breast centre and a sauce within a pastry case.
Pastry Bakes will be available in packs of two in two flavour variants.
The first is a Creamy Cheddar and Sundried Tomato variant aims to broaden appeal for lunch and dinner occassions.
The second is Spicy Tomato and Red Pepper, a bolder option designed to appeal to men and teenagers specifically.
Pies and Pastry products are currently a favoured product for British lunches and evening meals.
Foods in this area have benefited from increased consumer enthusiasm for pies triggered by recipe innovation and the economic backdrop.
In the UK, overall sales of Frozen Pies returned to modest growth in 2011, and Birds Eye experienced 13% growth, outperforming the market.
This growth follows the modernisation of the range last year and the recent introduction of both Steak and Chicken Balti varieties.
Pete Johnson, Brand Manager at Birds Eye, commented:
“Pastry Bakes have been created to give this particular sector some much needed TLC.
“Consumer research revealed that those questioned were disappointed with the taste delivery of similar savoury pastry products across the category so we’ve gone back to the kitchen to create something new and groundbreaking.
“By drawing inspiration from the recipes in high street bakeries and chilled, we have created a new product that delivers on flavour first.”
“We feel we have two very different recipes that will give every member of the family something tasty and interesting.
“Our bakery has optimised the pastry too so it delivers the right balance of moisture and flakiness so we’re confident they will be a hit with consumers.”
Birds Eye Pastry Bakes will be available nationwide from March 2012.