Iglo Group is giving its Birds Eye Bake to Perfection range in the UK a revamp to include two new lines.
The two flavours include Cod Fillets with Olive Oil, Rosemary & Tomato and Haddock Fillets with White Wine, Wholegrain Mustard & Spring Onion. Both have an RRP of GBP3.99 (US$6.24).
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The frozen food group is also redesigning its packaging. The new packaging will highlight the range’s “premium” qualities as well as offering recipe suggestions on the back of the pack “making the products more accessible and encouraging different meal occasions,” the company said. The relaunch will be supported by a GBP1.2m TV advertising investment.
“Following the success of our Bake to Perfection launch, we felt it was time to look at developing the flavours and injecting even more excitement back into the category,” Birds Eye senior brand manager for fish Johnny Corbett said. “By working closely with consumers we were able to find flavours that worked well together and would engage families.”
A spokesperson for Birds Eye told just-food that the motivation behind the relaunch was to “develop a consistent, single pack-design across the Birds Eye and Iglo markets”.
The Bake to Perfection range has generated GBP59m in retail sales since its launch three years ago.
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By GlobalData
