In a promotion to demonstrate how frozen food can support consumers during the current period of cost of living sticker shock, Birds Eye has launched an exclusive competition in cooperation with the Asda supermarket chain that gives shoppers the chance to win £20,000 worth of prizes to help pay their bills. Running until June 14, the campaign highlights the benefits of frozen foods, including the reduction of household grocery bills.
The cost of living has had a drastic impact on consumers, with shopper research data from NimbleFins showing that the average UK monthly salary is less than the average household expenses each month. Frozen food suppliers have always played an important role in helping shoppers get more for their money, offering products with longer shelf life and greater portion control which helps reduce food waste and therefore allowing budgets to stretch further. In fact, when swapping like for like fresh and frozen products, shoppers can make a saving of almost 25% on average, while receiving up to 50% more for the same price.
As the brand leader in the frozen category, Birds Eye is committed to support families through the inherent benefits of its frozen range. The competition with Asda will help to reinforce the value of the category, while offering extra help for those shoppers who could benefit from support with their household bills.
Louise Collier, category development director at Birds Eye, commented: “Frozen food has an important role to play during these challenging times. With the cost of living rising steeply, we’re all too aware that many shoppers find it difficult to pay for their weekly household bills, and so are looking for both support and ways they can save money. Despite this, there is still a misconception that frozen food is of lower quality than fresh food, when in fact it is just as nutritious and offers many cost-saving benefits. As well as helping shoppers get more for their money due to its longer shelf life, frozen food also helps to reduce food waste and help shoppers’ money go further thanks to how it can be portioned so that only what’s needed is cooked.”
She added: “With all the inherent benefits of frozen food there’s a natural connection between the Birds Eye portfolio and helping shopper’s money stretch that little further. This competition underlines the ‘Food For All’ pillar of our company purpose, which strives to ensure that everyone can enjoy great mealtimes every day. With over £20,000 worth of prizes, this competition goes one step further in ensuring shopper’s feel supported at this challenging time.”
The competition will run with a Text to Win mechanic, with all entrants required to have proof of purchase of a Birds Eye product in an Asda store.
Owned by Feltham, England-headquartered Nomad Foods, Birds Eye is the UK’s leading frozen foods company. In addition to its flagship namesake brand, other retail labels in its range include Goodfella’s and Aunt Bessie. In the business of providing high-quality frozen food to consumers for more than 75 years, Birds Eye’s extensive product range includes fish, chicken, vegetables and meat-free ready meals, as well as pizzas and roast accompaniments.
