Birds Eye has extended its potato range with the launch of Waffle Fries and Potato Dippers in Tesco, Morrisons and Iceland, with further roll-out to follow.
Birds Eye noted that it was continuing to meet the demand for innovation in the frozen potatoes segment. Frozen potatoes are consumed by UK households on 3 billion occasions a year, over twice per week on average, and the category is growing year-on-year.
Both Waffle Fries and Potato Dippers feature a crispy coating and a fluffy interior. They are available in 500g packs with an MRSP of £2.80.
Charlotte Pask, Marketing Manager for Potatoes at Birds Eye, commented: “At Birds Eye, we want to add excitement to the frozen potato aisle. Our new Waffle Fries and Potato Dippers are all about bringing fun and variety to family meals from a trusted brand shoppers know their families love. Following the launch of our Crispy Chips in July, these additions are designed to meet the rising demand for versatile, delicious sides that attract both kids and adults. With their distinct appeal, our expanded potato range is a must-have for any retailer looking to enhance their frozen offerings.”
To support the launch, Birds Eye will be rolling out a social media campaign in October, which will align with its ongoing £1m 360-degree Crispy Chips activation. The campaign will highlight the taste and versatility of the new products.
