Birds Eye today (11 April) announced the launch of a range of frozen fried rice products called Birds Eye Rice Fusions.
The company said the line will be available in four variants – Mediterranean Vegetable, Egg Fried Rice with Peas, Pilau with Peas and Spinach, and Country Mushroom.
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The range is made from long grain rice, vegetables, herbs and spices and contains no artificial colours, flavours or preservatives. Birds Eye said its “revolutionary” pyramid steamer ensures “perfect, fluffy rice” in three minutes.
Birds Eye said the Rice Fusions range will offer a “perfect alternative” within the convenient rice category, which the manufacturer values at GBP140m (US$228.9m) in sales. It added that the category “lacks any real choice” within the frozen aisles.
“We are incredibly excited to announce the launch of the new Rice Fusions range, and so confident in its great taste, that it will be supported by our biggest sampling campaign ever this summer,” said Birds Eye brand manager Matthew Blackmore.
“Our aim is to ensure as many shoppers as possible are trialling this fantastic new product. Targeted sampling combined with a humorous new Polar Bear TV execution and outdoor means it will be impossible to miss and we’re confident sales will reflect this, leading to significant incremental revenue for retailers and category growth.”
The manufacturer said the range will be launched on 18 April and be supported by a GBP3.5m media spend, including TV, online and outdoor advertising, as well as promotions, POS, sampling and PR.
Birds Eye Rice Fusions will be available in packs of two with an RRP of GBP1.79.
