Birds Eye Iglo is lining up plans to take variations on its newly-launched UK frozen fish lines into Europe, the company told just-food today (6 March).
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The UK-based firm, which is owned by private equity firm Permira, is to introduce two lines under the Simply umbrella label – Simply Bake to Perfection and Simply Naked & Natural.
Birds Eye is hoping to tap into the “massive latent growth potential for frozen fish” in the UK, senior brand manger Tim Albert said.
The launches are likely to be followed by similar moves under the Iglo brand across Birds Eye ‘s key European markets, including Germany, France and Portugal, Albert told just-food. “Our other sister countries are looking at it,” he said.
Simply Bake to Perfection is a range of five products, each comprising fish fillets or seafood with a herb and butter sauce. The products are wrapped in what Birds Eye calls a “Bake Perfect” bag, which aims to keep the fish “succulent”.
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By GlobalDataThe second range, Simply Naked & Natural, is a line of fish fillets sealed in a “Catch Fresh” pouch to boost the freshness of the fish.
The lines are priced at GBP3.99 (US$5.68) and GBP3.49 respectively but Birds Eye insisted cash-strapped UK consumers would take to the products, with more shoppers opting to eat in rather than going out.
Anne Murphy, Birds Eye’s general manager, said the products would offer consumers something different to the own-label lines on offer in UK supermarkets.
“We see it as something very different to what’s already in the category,” Murphy said, comparing the Naked & Natural range with own-label bags of frozen fish.
“[Consumers] aren’t just buying on price and this is an opportunity for frozen to demonstrate the quality credentials of the category.”
