Birds Eye has extended its frozen potato line with the launch of Potato Dippers and Waffle Fries. Weighing in at 500 grams, the packs are now available at Tesco, Morrisons and Iceland stores in the United Kingdom, with further rollout planned for Sainsbury’s and ASDA in October. The manufacturer’s suggested retail price is £2.80.
Frozen potatoes are consumed by households in Britain on 3 billion occasions a year, over twice per week on average, and the category is growing year on year, according to Kantar.
The Nomad Foods brand has a strong heritage and reputation in the value-added potatoes segment, with its iconic Original Potato Waffles being the most sold potato waffle in the UK, according to Nielsen statistics.
“We want to add excitement to the frozen potato aisle,” said Charlotte Pask, Birds Eye’s marketing manager for potatoes. “Our new Waffle Fries and Potato Dippers are all about bringing fun and variety to family meals. Following the launch of Crispy Chips in July, these additions are designed to meet the rising demand for versatile, delicious sides that attract both kids and adults.”
In support of the launch, Birds Eye will kick off a social media campaign in October which will align with the ongoing £1 million 360-degree Crispy Chips activation. The drive will highlight the flavor and versatility of the new products, encouraging consumers to add them to shopping baskets.
