Birds Eye's take-away experience from the freezer
Birds Eye is launching a range of takeaway-style frozen chicken products targeted at in-home sharing occasions.
The brand, owned by Nomad Foods, is rolling out the Chicken Shop range next month (November). The line includes four varieties: buttermilk strips, hot & fiery chunks, maple & BBQ wings and southern fried wings, all with a recommended price of £4.
Markos Papavlasopoulos, senior brand manager, commented: “We’re seeing an increasing trend towards the informal eating occasion – ‘movie nights in with friends and family’ is a prime example. These occasions lend themselves to foods that are great for sharing, easy to prepare and you can eat quite happily with your hands.
“We see a great opportunity with the launch of our new Birds Eye Chicken Shop range, which will be hitting shelves from early November. The succulent chicken pieces are combined with seriously delicious coatings and marinades, delivering the same great taste and experience of a takeaway.”
The launch will be supported with a £3.5m promotional spend, spanning TV advertising, digital, social, point-of-sale activity.