Birds Eye is taking its best-selling Bake to Perfection range to the next level of convenience with a new ‘dual cook’ format set to roll out this autumn.
Further activity will launch of two new variants, single packs and a brand new pack design.
In a brand first, an innovative new ‘Bake Perfect Bag’ will allow consumers to cook Bake to Perfection products in less than five minutes in the microwave or oven bake as before if preferred.
This new ‘dual cook’ dimension has been developed to guarantee the same results both from baking in the oven or cooking in the microwave.
Since its launch in 2009, the Bake to Perfection range has been a success, delivering £60million in retail sales value and driving category growth to +5%1, with consumers increasingly purchasing the range with more and more frequency.
Birds Eye Senior Brand Manager, Johnny Corbett, said:
“Since launch, Bake to Perfection has been really well received and we are excited to announce the next steps in the journey for the range.
“The new ‘dual cook’ format meets evolving consumer needs for more convenience and has been carefully developed to ensure the same great tasting, quality fish whether they cook in the microwave or oven bake.
“We have every confidence ‘dual cook’ will be a hit with both existing and new shoppers and a strong supporting campaign next year will ensure continued awareness.”
With a view to continuing to offer new mealtime options, Birds Eye is launching two new Bake to Perfection flavours as well as bringing a new species of fish to the range.
Winter Warming Hake Fillets with a Cheese & Leek Sauce and Wild Pink Salmon Fillets with a Sweet Chilli & Ginger Sauce will be available from October, with additional flavours to follow throughout next year.
Birds Eye will also be launching its first ever single portion packs of popular Bake to Perfection flavours including; Cod Fillets with an Olive Oil, Rosemary and Tomato Sauce and Wild Pink Salmon Fillets with a Lemon & Herb Sauce.
In addition, a new pack design across the range aims to achieve stand out at shelf in store and further facilitate shopper navigation as the range grows.
The Bake to Perfection launches will be supported by a, fully integrated communications campaign in 2013.