Birds Eye is launching a rival to Young’s Chip Shop range after signing a deal with Ranjit Boparan to manufacture a range of co-branded Harry Ramsden’s products.
The deal will see the return of Ramsden’s products to supermarkets after years of absence.
In the past the Harry Ramsden’s range was made by Young’s.
Birds Eye CEO Martin Glenn said the launch would strengthens Birds Eyes range with products to match Young’s Chip Shop:
“One of our competitors has a big brand called Chip Shop. I think this range says ‘Chip Shop’ but in a more modern and understandable way.”
Birds Eye has so far relied on its own brand for NPD, although most recently it struck up a deal with Levi Roots to produce Reggae Reggae co-branded product under its Chicken Chargrills range.
Co-branding is more often employed by Young’s, with tie-ups including Bombardier, John Smith’s, Kingsmill and, most recently, a Jamie Oliver by Young’s range. In the past it has also produced a range of David Beckham-branded fish products.
Glenn said: “I will be putting heavyweight promotional support behind the range.
“It’s not good enough to put a name on the pack and hope it gets noticed.”