A new frozen range of Stir Your Senses stir-cooked ready meals has debuted in the United Kingdom under the Birds Eye brand. Drawing inspiration from Italian, Spanish, Thai and Indian cuisines, the all-in-one meals can be prepared in a pan in less than ten minutes.
Eight chef-inspired dishes are offered, including: Tagliatelle con Porcini, featuring the tastes of Tuscany; chili and lime-infused Thai Chicken with Basmati Rice, influenced by the artistry of Thai cooking; and South Indian Chicken Curry, complemented with delicate spices and a spark of chili.
“Working with consumers to understand how best we can cater to their changing needs, we take absolute pride in leading the market in achieving this,” said Steven Chantry, Birds Eye marketing director.
He continued: “There’s demand for a hassle-free meal solution that still provides exciting flavor combinations. With solo dining on the rise, the range’s single portion bags are ideal for meeting this need. We believe Stir Your Senses will revolutionize the prepared meals category in frozen, bringing a whole new category of delicious pan-cooked meals to UK consumers for the very first time.”
The line is now available at Sainsbury’s, Asda, Tesco, Morrisons and Waitrose stores for a suggested price of £2.99. The launch is supported with £2.5 million in television advertising spending featuring Tagliatelle con Porcini, alongside a sampling campaign, PR, digital and in-store advertising.
At the time the first advert is due to go live in April, the brand plans for over 3,500 outlets to stock the majority of the range, with two price marked packs (Tagliatelle con Porcini and South Indian Curry) also available across the convenience sector. Live at launch, the new range will also feature a ‘Try Me Free’ message across 1.6 million packs to drive consumer trial.
