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Birds Eye

Birds Eye preps £5.6m campaign for Steamfresh range

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By Natalie Mortimer, N/A

September 1, 2014 | 2 min read

Birds Eye is preparing to roll out a £5.6m campaign to support the launch of its new Steamfresh vegetable range which it hopes will “revolutionise the frozen aisle”.

The range aims to capitalise on the current trend for steam cooking, and will hit shelves in September as part of Birds Eye’s ‘Food of Life’ strategy, which aims to change consumer perception of frozen food products.

Split into four categories, including natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables and pasta with vegetables, Birds Eye will bring the existing Veg Fusions and Rice Fusions ranges under the Steamfresh platform.

Two new pasta side dishes with vegetables are being launched with more new products set to be introduced over the course of the year.

The food brand said it is expecting sales of the new products to reach £36m in their first year.

Geraldine Phillips, general marketing manager at Birds Eye, commented: “Birds Eye has over 60 years of experience growing and fast freezing vegetables to retain their flavour and freshness. We are delighted to be pushing new boundaries with the launch of Steamfresh and to make vegetable side dishes a really exciting addition to mealtimes.”

Steamfresh will be sold at retailers including Tesco, Asda, Morrisions, Sainsburys, Iceland, The Co-operative, Waitrose and Farmfoods from September.

Last month Birds Eye overhauled its packaging and logo to "bring greater warmth and personality" to the brand's portfolio.

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