Birds Eye is targeting men and teenagers with the launch of two tailored ranges.
A three-strong range of chicken goujons, rolling out now, is aimed at teenagers wanting a quick snack rather than a sit-down meal.
It is intended to plug a gap in the frozen poultry market for teenage-friendly products, said Penny Vaughan, Birds Eye brand manager for poultry.
The company is also stepping up its game in chilled ready meals, targeting male consumers with a Big Eat range that is due to hit supermarket shelves in September.
The newcomer consists of a range of individual meals in slightly larger than average portion sizes in a bid to appeal to single male consumers.
The chicken goujons teenager range comes in a garlic & herb and a classic crumb variant, rolling out now.
A hot 'n' fiery variant will join the line up in September. Each 300g pack contains 10 pieces and is priced £1.99.