UK frozen food brand Birds Eye is hoping to revitalise the frozen ready meal category with the launch of its Eat Positive range.

"With consumers more time pressured than ever, this sector remains hugely relevant," said Phil Balderamos, marketing manager at Birds Eye.

"The key to driving growth is introducing real innovation to reflect changing consumer needs, as well as offering great quality classic recipes and not just replicating existing lines."

Birds Eye said it will spend GBP20m (US$39.3m) behind the range, which will include four meals, with an emphasis on omega 3 and lowering cholesterol.