Birds Eye Mediterranean pasta added to new Steamfresh range

Birds Eye Mediterranean pasta added to new Steamfresh range

Iglo Group is launching a new line of Birds Eye Steamfresh frozen vegetable, pasta and rice products throughout the UK in a bid to capitalise on what it describes as the "current trend" for steam cooking.

The company said it expects the range to hit GBP36m (US$58.1m) in retail sales during the first year.

The line is split into four categories - natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables and pasta with vegetables. Products will be available in three pack formats - single-serve, pyramid and multi-serve steam bags.

Birds Eye is bringing the existing Veg Fusions and Rice Fusions ranges under the Steamfresh platform. The group will also launch two new pasta side dishes: Mediterranean vegetable pasta and creamy cheese penne pasta with broccoli and peas. Further products will be rolled out over the course of the year, the company added.

Steamfresh will be available at retailers including Tesco, Asda, Morrisions, Sainsburys, Iceland, The Co-operative, Waitrose and Farmfoods with an RRP of GBP1.79.

The launch will be supported by a GBP5.5m marketing budget.