Birds Eye is expanding its Steamfresh range with the launch of three new meals: Mediterranean Vegetables & Pasta in Tomato Sauce, Mushroom Tagliatelle in a Creamy Sauce, and Spinach & Ricotta Tortelloni with Vegetables & Pesto.
The launch aims to tap into increasing consumer demand for convenient, easy-to-cook, and nutritious meals that offer a healthy midweek lunch or dinner option.
The new products have been created with a variety of vegetables and pasta, which can be cooked in the microwave in just six to eight minutes.
Jess Ali, Head of Marketing for Brand, Vegetables, Potatoes and Plant-Based at Birds Eye UK & Ireland, said: “Currently, there are minimal ready meal options in the market that combine great taste, convenience, and health in one. Our latest additions to the Steamfresh portfolio show our commitment to helping consumers eat more high-quality vegetables in an easy-to-prepare frozen format, which will help retailers drive further growth in this segment.”
The new Steamfresh Meals build on the success of Birds Eye’s existing Steamfresh Creamy Pasta SKU, which has seen year-on-year growth of 73%. Its Steamfresh vegetable portfolio also holds a 71% share of the Steamed Vegetable Frozen segment and is growing at 20% year-on-year.
The launch will be supported by £2.7m of media investment which will include a new ATL campaign, which will go live from May until July. The campaign will travel through the line with a nationwide rollout of out-of-home billboards and shopper activation as well as support from a digital and PR angle.
Birds Eye’s new Steamfresh Meals range is rolling out in Asda and will be available in Sainsbury’s, Morrisons and Iceland from 7 April. Tesco will follow in September. The meals have an MRSP of £3.50.
