Birds Eye is expanding its ‘Captain’s Discoveries’ range with two new prawn products: Battered Lemon & Parsley Prawns and Classic Breaded Prawns (RRP: £4).
The brand stated that the launch of the new Prawn products aims to “elevate everyday meal occasions, whether it’s a starter or an ingredient in a delicious meal for yourself, family or friends.”
Frozen seafood is the second-largest subsector within the frozen fish category, worth £297m, just behind the frozen Coated Fish category. With frozen seafood holding 44% household penetration, the launch is claimed to present a significant opportunity for retailers to attract new shoppers to the frozen aisle.
By tapping into popular flavours and a focus on sustainability, the new lines are designed to “inject excitement” into the category and appeal to a younger demographic who typically under-index in the frozen fish category.
Birds Eye’s new ‘Captain Discoveries’ prawn products – Battered Lemon & Parsley Prawns, and Classic Breaded Prawns – will be available in Tesco from 8th September and more widely across the grocery channel from the end of the month onwards.
