UK: Iglo overhauls Birds Eye chicken range

By Michelle Russell | 5 September 2012

Birds Eye gives chicken range a revamp

The launch will be supported by a GBP1m (US$1.6m) TV campaign

Iglo Group has added lines to its Birds Eye frozen chicken range in the UK.

The company has developed of 12 "new and improved" flavours to the chicken grills and chargrills portfolio, the group said.

The new range will include: Sticky & Sweet BBQ and Creamy Garlic & Herb.

All products will be given refreshed packaging depicting the food and ingredients inside. In addition, all grills products will carry a "Sourced & Prepared With Care Guarantee" on-pack.

The launch will be supported by a GBP1m (US$1.6m) TV campaign, on air from November.

Show the press release

Birds Eye announces major re-launch of Chicken ranges

Birds Eye is shaking up the Poultry category by undertaking the biggest ever revamp of its key ranges. As the leading brand in Frozen Poultry and Chicken Grills1, the brand is perfectly placed to drive penetration and frequency across the sector.

Following extensive consumer research by Birds Eye on flavours that appeal to the tastes of all of the family, the mass re-launch will kick off with the introduction of twelve new and improved flavours to the Chicken Grills and Chargrills portfolios.

All products will be given refreshed, bright packaging which will depict the delicious food and ingredients inside. All Grills will carry a "Sourced & Prepared With Care Guarantee" on-pack to highlight Birds Eye's dedication to sourcing its chicken from carefully selected farms and only including the finest ingredients.

Julie Johns, Senior Brand Manager, Birds Eye comments: "This is an exciting development for Birds Eye and a real chance for retailers to offer consumers the very best taste, variety and value within Frozen. After looking at the overall Poultry category, we identified there was a need for a wider range of flavours aimed at the whole family, not just for kids or adults specifically. Our entire range now caters for everyone, from those who like light and mild flavours to those who prefer something a bit spicier.

"The new range not only includes more fantastic flavours, but also better quality ingredients for superior taste and improved packaging. With a dedicated TV campaign and point of sale programme to support the re-launch we're confident consumer awareness will be high, leading to increased sales and a boost for the Frozen category."

The launch will be supported by a £1million TV campaign, on air from November, as well as fantastic, eye-catching PoS in-store to drive consumers to the increased and improved range.

Original source: Birds Eye

Sectors: Frozen, NPD & innovation

Companies: Iglo Group

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