Birds Eye is venturing into the frozen chips segment with the launch of its new Crispy Chips. The NPD will build on the brand’s heritage in potatoes, with its potato waffles being the most sold in the UK.
Rolling out this week in Morrisons, Iceland, and Asda, Crispy Chips are a hybrid between French Fries and straight-cut chips (MRSP £2.50).
The brand noted that Chips are the largest segment within the Savoury Frozen category, representing over two billion meal occasions every year.
Charlotte Pask, Marketing Manager for Potatoes at Birds Eye, said: “There is no denying that UK consumers’ love of chips is only getting stronger. This offers a huge opportunity for retailers, with the launch of Crispy Chips meaning that Birds Eye is continuing to offer a full meal solution to shoppers through its varied portfolio.”
Crispy Chips will hit frozen aisles as part of an on-pack promotion that Birds Eye is launching in partnership with family entertainment company Hasbro. Running until 30 September, the promotion will allow shoppers to receive a free Hasbro game worth up to £39 when they buy four qualifying Birds Eye products.
Pask commented: “From recent research, we know that the majority of UK households recognise the importance of spending quality time together, but in fact, less than half the time we spend together is actually considered ‘quality’ time. With 89% of parents and guardians believing the dinner table is where important conversations and interactions happen, we want to encourage more ‘table time’ this Summer, uniting households with great food and fun games.”
The Hasbro on-pack promotion will be accompanied by a marketing campaign and tailored shopper activations across Tesco, Sainsbury’s, Morrisons, and Asda.
NAM Implications:
- A no-brainer build on British Fish ‘n Chips…
- …from a company with a heritage in each.
- Associating with family games may add a social bonding touch…
