Birds Eye undertaking the biggest ever revamp of its key ranges.
As a leading brand in Frozen Poultry and Chicken Grills1, the brand is placed to drive frequency across the sector.
Following consumer research by Birds Eye on flavours that appeal to the tastes of all of the family, the mass re-launch will kick off with the introduction of twelve new and improved flavours to the Chicken Grills and Chargrills portfolios.
All products will be given refreshed, bright packaging which will depict the food and ingredients inside.
All Grills will carry a “Sourced & Prepared With Care Guarantee” on-pack to highlight Birds Eye sourcing its chicken from selected farms and only including what it considers to be the finest ingredients.
Julie Johns, Senior Brand Manager, Birds Eye said:
“This is an exciting development for Birds Eye and a real chance for retailers to offer consumers the very best taste, variety and value within Frozen.
“After looking at the overall Poultry category, we identified there was a need for a wider range of flavours aimed at the whole family, not just for kids or adults specifically.
“Our entire range now caters for everyone, from those who like light and mild flavours to those who prefer something a bit spicier.
“The new range not only includes more fantastic flavours, but also better quality ingredients for superior taste and improved packaging.
“With a dedicated TV campaign and point of sale programme to support the re-launch we’re confident consumer awareness will be high, leading to increased sales and a boost for the Frozen category.”
The launch will be supported by a £1million TV campaign, on air from November, as well as eye-catching PoS in-store to drive consumers to the increased and improved range.