Birds Eye launches Chicken Inspirations and Fish Chargrills in new premium range

New premium Birds Eye range

New premium Birds Eye range

Leading food brand Birds Eye is launching a premium range called Inspirations range, which it claims combines the finest and freshest ingredients with exciting flavour combinations. Providing busy consumers with superior evening meals, the Inspirations range forms part of Birds Eye’s new ‘Food of Life’ strategy to develop and introduce innovative foods that can be enjoyed every day by everyone.

Fish Chargrills and Chicken Inspirations are new additions to the Inspirations platform of premium meals, which will hit shelves from March 2014. Birds Eye is investing £10m on a multi-media campaign to support the two new products, which will include TV, outdoor, PR, digital and sampling. The bold new advertising campaign is Birds Eye’s biggest UK marketing investment to date and Inspirations will help to change the view of frozen from ‘fall back’ to ‘first choice’.

Chicken Inspirations combine 100% chicken breast and a golden, crispy breadcrumb coating with sauce in every bite. To ensure the flavour combinations are enhanced with every mouthful, the sauce is designed to ooze over the whole chicken breast when cut open, Birds Eye said. The innovative new product comes in four flavour combinations: Irresistible Garlic & Herb, Sizzling Peri Peri, Creamy Cheese & Ham and Tangy Tomato & Basil. 

Fish Chargrills is said to be the ideal choice for those looking for a light and healthy dinner option. Offering the tastiest chargrilled fish with less than three per cent fat, Chargrills can be baked or barbequed in the tray provided and comes in three flavours: Sun blushed Tomato, Basil & Oregano, Juicy Lemon, Rosemary & Thyme, and Thai Coconut, Lemongrass & Chilli.  

Lynn Grant, senior brand manager at Birds Eye, said: “The Inspirations range is an exciting new development for Birds Eye, showcasing the premium quality and delicious flavour combinations that we pride ourselves on. We’re constantly striving to innovate and meet the needs of our consumers with great tasting food that will get people back around the table and enjoying better meals together.”

Chicken Inspirations will be available at £2.50 and Fish Chargrills at £3.49 RRSP and can be found in retailers including Asda, Sainsbury’s, Tesco, Morrisons, Waitrose and Iceland from March onwards.