Birds Eye launches two frozen ready meal curries in stand-up packs

New frozen curries

New frozen curries

Leading UK food brand Birds Eye claims it is breaking new ground for ready meal curries this month with the launch of a delicately spiced Chicken Balti and a rich and creamy Chicken Tikka Masala.

The latest innovation from the food experts has been created with consumers to deliver a dish with a generous portion of quality chicken and contain a completely new blend of authentic spices and ingredients, Birds Eye claims.

The Chicken Tikka Masala dish blends tender chunks of chicken breast with mild tikka and creamy sauce, whilst the Chicken Balti fuses tender chunks of chicken breast with spicier sauce and rough-cut peppers and onion. Both products also come with a portion of fluffy rice to complete the meal.

The big breakthrough for the curries category is that Birds Eye is also introducing innovative new packaging for its new range with stand-up packs. The new packaging has been extensively tested in freezers and will deliver a clearer and more attractive look on shelf – just what retailers need to spice up a commoditised curries sector.

Pete Johnson, senior brand manager at Birds Eye, said: “Birds Eye has created this new range from scratch based on multi-stage consumer group exploration in Leeds, Newcastle, Bristol and London. It’s been a great journey for us and we’re assured that we have the recipes, packaging and recommended pricing absolutely right for our consumers.

“We’re excited to be introducing these new curries and continuing in our mission to deliver innovative, great tasting meals that can be prepared quickly and easily.”

As with all Birds Eye products, both the Chicken Balti and Chicken Tikka Masala are flash frozen to ensure that freshness, full flavour, vitamins and other nutrients are locked in until the moment they are prepared and put on the table.

Chicken Balti and Chicken Tikka Masala will be available at £2 RRSP from Asda, Sainsbury’s and selected wholesalers.