Birds Eye is expanding its Field Fresh range of frozen vegetables with the launch of frozen herbs.
Field Fresh Herbs (rsp: £1.69 per pack) will be available in six variants garlic, parsley, coriander, basil, chilli and Italian mixed and will come in resealable packs containing 20 individual portions.
The range will launch exclusively in Sainsbury's in October, with a nationwide rollout to follow at the beginning of 2011.
Birds Eye hopes to repeat the success it has had with frozen herbs in Germany, where the equivalent of Field Fresh Herbs (marketed by Birds Eye sister company Iglo) has generated 50m (£41.5m) in retail sales since it was launched.
Birds Eye marketing director Ben Pearman said the new range would tap into the growing trend for home cooking and enable domestic chefs to use herbs without having to worry about food waste.
"Our consumers have confirmed they often have to throw away fresh herbs as they go off far too quickly. Field Fresh Herbs present a solution to this in portionable, resealable packaging, so waste is minimal with the greatly extended shelf-life of a freshly frozen product."
Birds Eye's move into frozen herbs comes as interest in the category is increasing. Waitrose launched a range of own-label frozen herbs last year, and Sainsbury's and Booths stock frozen herb products from Israeli company Dorot.
Last November, Sainsbury's announced it would roll out the Dorot range to more of its stores following greater-than-expected customer demand for the product.
The launch of Field Fresh Herbs will be supported by a marketing campaign, which will include press adverts, money-off vouchers and in-store promotions.
Birds Eye launched the Field Fresh sub-brand in September 2009 in a bid to add value to the frozen vegetable category.
The range now includes garden peas, petit pois, sweetcorn and fine green beans, as well as two mixed vegetables packs.
Field Fresh Herbs (rsp: £1.69 per pack) will be available in six variants garlic, parsley, coriander, basil, chilli and Italian mixed and will come in resealable packs containing 20 individual portions.
The range will launch exclusively in Sainsbury's in October, with a nationwide rollout to follow at the beginning of 2011.
Birds Eye hopes to repeat the success it has had with frozen herbs in Germany, where the equivalent of Field Fresh Herbs (marketed by Birds Eye sister company Iglo) has generated 50m (£41.5m) in retail sales since it was launched.
Birds Eye marketing director Ben Pearman said the new range would tap into the growing trend for home cooking and enable domestic chefs to use herbs without having to worry about food waste.
"Our consumers have confirmed they often have to throw away fresh herbs as they go off far too quickly. Field Fresh Herbs present a solution to this in portionable, resealable packaging, so waste is minimal with the greatly extended shelf-life of a freshly frozen product."
Birds Eye's move into frozen herbs comes as interest in the category is increasing. Waitrose launched a range of own-label frozen herbs last year, and Sainsbury's and Booths stock frozen herb products from Israeli company Dorot.
Last November, Sainsbury's announced it would roll out the Dorot range to more of its stores following greater-than-expected customer demand for the product.
The launch of Field Fresh Herbs will be supported by a marketing campaign, which will include press adverts, money-off vouchers and in-store promotions.
Birds Eye launched the Field Fresh sub-brand in September 2009 in a bid to add value to the frozen vegetable category.
The range now includes garden peas, petit pois, sweetcorn and fine green beans, as well as two mixed vegetables packs.
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