Birds Eye launches stir cook range, Stir Your Senses, inspired by world cuisines

New Stir Your Senses range

New Stir Your Senses range

Leading food brand Birds Eye claims it is set to revolutionise the way consumers eat with Stir Your Senses, a new range of stir-cooked, authentic meals inspired by cuisines from around the world.

Offering consumers a new, multi-sensorial cooking experience, Stir Your Senses allows home cooks to simply stir the ingredients to gradually unlock aromas, colours and tastes from around the world. Drawing inspiration from Italian, Spanish, Thai and Indian cuisines, the all-in-one meals provide all the pleasure of quality time in the kitchen without the fuss of preparation; ideal for modern, time-poor lives, the new range can be prepared in a pan in less than 10 minutes.

From rich, indulgent smells to sharp, sizzling sounds from the pan, the mouth-watering Stir Your Senses range includes eight chef-inspired dishes: Tagliatelle con Porcini (influenced by the tastes of Tuscany), chilli and lime infused Thai Chicken with Basmati Rice (influenced by the artistry of Thai cooking) and South Indian Chicken Curry, complemented with delicate spices and a spark of chilli (inspired by the very best of Southern Indian cuisine).

Birds Eye UK marketing director, Steve Chantry, said: “Birds Eye regularly works with consumers to understand how best we can cater to their changing needs. We take absolute pride in leading the market in achieving this, and are thrilled to be rejuvenating the frozen aisle with our innovative Stir Your Senses range.

“We understand that there’s demand for a hassle-free meal solution that still provides exciting flavour combinations, and with solo dining on the rise, the range’s single portion bags are ideal for meeting this need. We believe Stir Your Senses will revolutionise the prepared meals category in frozen, bringing a whole new category of delicious pan-cooked meals to UK consumers for the very first time. Inspired by the best cuisines from around the world, the authentic recipes were created by Birds Eye chefs using best-quality ingredients and cater for a wide range of palates and preferences. We’re confident our consumers will love the new range, and look forward to stirring their senses in the process!”

Hitting shelves in Sainsbury’s, Asda, Tesco, Morrisons and Waitrose this week, the launch is supported with a £2.5m TV spend featuring Tagliatelle con Porcini, alongside a sampling campaign, PR, digital and in-store advertising. At the time the first advert is due to go live in April, the brand plans for over 3,500 outlets to stock the majority of the range, with two price marked packs (Tagliatelle con Porcini and South Indian Curry) also available across the convenience sector.

The Stir Your Senses range will retail from 9 February, with a RRP of £2.99. Live at launch, the new range will also feature a ‘Try Me Free’ message across 1.6m packs to drive consumer trial.