Inspirations – the premium range of evening meals from Birds Eye – has been named the best-selling FMCG product launch of 2014 by global consumer and retail insight leader Kantar Worldpanel.
Crafted to combine the finest and freshest ingredients with exciting flavour combinations, the meal range was identified as the best-seller from more than 3,000 new products, after enjoying sales last year of £31.3m for innovation products alone.
The Inspirations platform overall had a huge sales success of over £46m in 2014. Currently enjoyed by 5.7m households, the range of meals features several variants including Chicken Inspirations with an Irresistible Garlic & Herb sauce and Fish Chargrills with Sunblushed Tomato, Basil & Oregano. Providing busy consumers with superior evening meals, the range forms part of Birds Eye’s ‘Food of Life’ strategy to develop and introduce innovative foods that can be enjoyed every day by everyone.
Kantar Worldpanel reviews all new product launches, from ice-cream to ready-meals and shampoo to deodorant. Kingsmill Great White loaf with added fibre came second and Garnier’s Ultimate Blends range of shampoos and conditioners followed in third place.
Andy Weston-Webb, managing director of Birds Eye UK & Ireland, said: “We are thrilled to receive the award for the best FMCG new product launch of 2014.
“Innovation is at the heart of what we do and enables us to meet the needs of our consumers with great tasting food that will get people back around the table and enjoying better meals together. We are passionate about continuing to develop new products for the market and with several new innovations this year, we are anticipating another very exciting year for Birds Eye!”
Ed Buckley, director at Kantar Worldpanel, said: “New product launches were worth £1.5 billion in Britain last year which highlights how essential it is for established brands to innovate to reach more customers and boost revenues. The best-selling new products of 2014 either made consumers’ lives healthier, happier or easier.”
The Inspirations platform continues to be supported with a £5m investment throughout 2015 including above-the-line and in-store support. Additionally, following the success of the platform, Birds Eye is now introducing a Chicken Inspirations Creamy Black Peppercorn product with further innovation planned for later this year.
The Chicken Inspirations Creamy Black Peppercorn variant will be available at £2.49 across grocery multiples from 1 March onwards.