Birds Eye launches range of frozen Pulse Mixes to cater for vegan and flexitarian diets

To help cater to the growing number of vegan and flexitarian diets, Birds Eye, the nation’s favourite frozen food brand, is launching a new range of frozen Pulse Mixes in three tasty varieties. Created to pack a more flavoursome punch than their tinned counterparts, the new Pulse Mixes are made with top quality vegetables and are brimming full of protein and plenty of fibre helping to make mealtime even easier.

The first to market cook-from-frozen range comes in a variety of three flavours, including Chickpea and Spinach Mix, Mexican Bean Mix, and Italian 3 Bean Mix. 

Adding extra taste and convenience to any meal, consumers don’t have to soak dry beans overnight or use an entire tin, resulting in less waste and better portion control compared to the dry alternatives. 

Well known for the freshness, perfect taste and nutritional value of its frozen vegetables, the launch marks an innovative step-change for Birds Eye, adding even more variety to its existing range.

Steve Challouma, Birds Eye UK marketing director, comments: “Pulses are hugely popular right now due to their nutrient-rich qualities, delicious taste, and versatility, however until now, no brand has brought the vegetables to the frozen aisle. In a first for the frozen category, we’ve introduced three Pulse Mixes that offer more choice, convenience, and variety during meal times.

With generations of experience sourcing and growing high-quality vegetables, we created the new range in direct response to consumers’ increased appetite for more full-of-goodness frozen vegetables. Packed with flavour, all three Pulse Mixes reduce prep time and food waste while ensuring nutritious and tasty vegetables are served on every plate.”

Building on the brand’s successful ‘With Love’ Peas campaign, Birds Eye will support the launch of its new Pulse Mixes with a 10-second television advert, airing from 2nd April to 3rd June, following a £600,000 media investment throughout 2018. The new products will also be shared through social media platforms, including Facebook and Instagram, and a partnership with Buzzfeed.

The new varieties are available now in Morrisons, Tesco, Asda, and Ocado for £2.00.