Birds Eye expands portfolio with Lightly Dusted Cod Fillets and new Steamfresh variants

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Birds Eye is expanding its product portfolio with three new launches as part of its ongoing commitment to cater for the evolving needs of consumers. Providing healthy, nutritious and easy to prepare meal solutions that consumers often seek, Lightly Dusted Cod Fillets and new additions to the current Steamfresh range are set to further strengthen Birds Eye’s offering within the frozen aisle.

Developed with consumer insights front of mind, both launches provide shoppers with a new, exciting offering to please a range of palates and preferences. Helping to create better meals together that can be enjoyed every day by everyone, the products are created with best quality ingredients for maximum taste, and provide a hassle-free cooking experience for consumers.

Birds Eye Lightly Dusted Cod Fillets

Tapping into the nation’s love of Cod, Birds Eye is bringing the first branded range of cod-based products to the Lightly Coated Fish sector with a deliciously light and delicate coating created to perfectly complement the flavour of the fish. Developed by Birds Eye’s in-house chefs, the new product range boasts Birds Eye’s lightest ever crunchy crumb to create a brilliantly balanced way for consumers to enjoy more of the fish they love.

Created with an infusion of fresh herbs and delicate seasonings, Lightly Dusted Cod Fillets deliver perfect flavour combinations that don’t overwhelm the flavour of the fish and are available in three tasty variants: Lemon & Black Pepper, Sea Salt and Rosemary and Garlic & Herb.

Birds Eye Steamfresh: Garlic & Herb Penne Pasta and Pesto Vegetable Penne

Following the successful launch of the Steamfresh range in 2014, two new pasta variants are being added to the current offering: Garlic & Herb Penne Pasta and Pesto Vegetable Penne Pasta. Utilising innovative microwaveable steam bags, Steamfresh provides consumers with a quick and easy way to get delicious side dishes filled with great-tasting, crunchy vegetables every time; helping to change the perceptions of eating vegetables from being a ‘duty’ to a ‘desire’.

Steamfresh is now a £28m brand that has grown 9 per cent year on year. The latest additions to the range are a result of the success of the pasta variants and bolstering this offering further is a direct response to this consumer demand, providing shoppers with greater choice and supporting Birds Eye’s ambition to continue driving consumer-led innovation.

Birds Eye UK marketing director, Steve Chantry, said: “As one of Britain’s most iconic and trusted brands, we pride ourselves on listening to consumers to ensure we are doing all we can to cater to their needs through our constant product improvements and innovations. Both our Lightly Dusted Cod Fillets and Steamfresh pasta additions have been developed as a direct result of feedback from our consumers, expanding our offering of delicious meal options that are easy to prepare and provide a hassle free cooking experience.

“We hope shoppers enjoy our latest innovations, and look forward to helping them create better meals together for themselves and their families.”

Birds Eye Lightly Dusted Cod Fillets is available at RRP £2.99 from March and can be found in retailers including Asda, Morrisons, Sainsbury’s, Tesco and Waitrose. The range will also feature an on-pack ‘Try Me Free’ promotion for three months following launch.

Steamfresh Garlic & Herb Penne Pasta and Pesto Vegetable pasta products are also available from March in Asda (RRP £1.79) and continue to be supported by a £2.3m campaign investment into the total Steamfresh platform. Accompanying TV adverts from March 16th, consumers will also be able to access discount coupons on mySupermarket.com by following a click-through mechanic on Video On Demand platforms.