Birds Eye has announced that it will introduce Hello Morning! frozen breakfast products to the United Kingdom market on March 14. The line, which will have a suggested retail price of £1.79, includes Classic and Cinnamon Waffles, Classic and Chocolate Chip Pancakes and Chocolate-filled Croissants that can be prepared in less than five minutes.
A £3 million marketing campaign will kick off in the spring to push the range. It will include television commercials, digital advertising and in-store promotions, as well as feature a “Try Me Free” message on 1.6 million packs to stimulate consumer trial.
It will bring back revive Waffly Versatile jingle, which was popularized during the 1980s when Birds Eye debuted Potato Waffles in Britain.
“Breakfast is the most important meal of the day, yet the one we give the least amount of time and thought to. What better way to make people excited about our Hello Morning! range than by bringing back our iconic Waffly Versatile advertising, revamped for a new and exciting class of waffle! Our breakfast range is just as versatile as potato waffles have proven to be over 35 years, and we hope they’ll be successful in delighting the taste buds of just as many Brits,” said Steve Chantry, UK marketing director at Birds Eye, which is a Nomad Foods Group brand.
While breakfast accounts for more than one in five dining occasions in the United Kingdom, frozen products represent a small percentage of food consumed in the morning, according to Chantry.
“As the leading frozen food brand, there is a huge opportunity for Birds Eye to drive interest in the category and disrupt the traditional and boring routine of cereal or toast,” said the marketing director. “We anticipate that by the end of the year, we will add £9 million to the frozen breakfast occasion.”
