Birds Eye says it is meeting consumer needs by adding 100% chicken breast options to its Simply frozen range.

A Rosemary and Sage line is rolling out now, while a Lightly Seasoned version will be available next month. Support comes from a £1.5m press and poster advertising campaign, direct mail and sampling. Simple on-pack photography aims to emphasise the quality and rsp is £2.29 for a 300g two- pack.

Julie Johns, Birds Eye brand manager, said: "Simply Chicken will add ­incremental sales by appealing to new and existing Simply consumers."