UK frozen food firm Birds Eye has launched a range of upmarket frozen vegetables.
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Birds Eye Tasty Veg will be available this month and will benefit from the GBP20m (US$35.7m) being spent on the brand this year.
The microwaveable pre-prepared vegetable portions comprise Peas with Mint, Carrots with Coriander and Leeks in Cream.
Sianne Gordon, brand manager for Birds Eye Vegetables said: “Birds Eye Tasty Veg is a unique product with the potential to transform the current consumer mindset from feeling a need to eat vegetables to actually wanting to eat it.
“With the chilled prepared fruit and veg market worth GBP252m but with little on offer in the prepared frozen category, this is a real opportunity for Birds Eye to capitalise on.”
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By GlobalDataThe Tasty Veg range is priced at GBP1.49.
