Birds Eye in the United Kingdom has expanded its Inspirations range of frozen ready meals with the launch of two new poultry offerings featuring two breast fillets each. Promoted as “restaurant-quality” offerings, the Light & Crunchy Chicken and Southern Fried Chicken SKUs are priced at £3.
This introduction comes after research findings gleaned by the Nomad Foods unit identified a desire among retail shoppers to be presented with a greater choice of upmarket options.
With Birds Eye’s 100% whole muscle chicken grills line presently commanding a 64.3% market share of the category and having charted a 15.5% during the past year, the just debuted restaurant quality dishes are aimed at giving shoppers a premium alternative.
“As a lot of us still spending most of our time inside and longing for the day we are able to enjoy a meal out, we wanted to bring that restaurant experience to people’s homes,” said Francesca Cremonesi, senior brand manager at Birds Eye.
Citing Kantar statistics quantifying that 27.3% of households in the UK have stocked up on Birds Eye chicken grill products during the past year, Cremonesi added: “With the trend for at-home dining and experimental cooking continuing to flourish, we’re confident our new Birds Eye Inspiration Chicken Fillets will be a real hit with shoppers.”
