Birds Eye hopes to stop frozen peas spilling out from split bags by introducing zip locks to some of its bigger packs.
The frozen giant is adding zip locks to its 1.52kg pack of Field Fresh Garden Peas (rsp: £2.99) and 1.2kg pack of Field Fresh Petits Pois (rsp: £3.29) next month, replacing the existing bags.
As well as user-friendliness, the zip lock would help preserve the freshness of the vegetables for longer, said brand manager Matt Blackmore, predicting a 10% sales hike on the two products.
"Resealable packaging seems like an obvious and straightforward idea for the frozen category but, following a significant investment in development, arriving at an affordable and effective solution is a genuine innovation," said Blackmore.
"We've all had those moments at home where you open the freezer to find a flood of peas have escaped the bag and we are delighted to have found a feasible, convenient fix."
The new packaging, highlighted with an on-pack flash, required a manufacturing investment of more than £500,000. Birds Eye added that a positive consumer response to the move would encourage it to introduce zip locks to its other frozen lines.
Blackmore said the launch would tap into the pre-Christmas shopping rush a time when the frozen pea category was "at its most active."
"Launching at this time of the year, our aim is to help shoppers in their preparations for Christmas as they stock up on freezer staples."
The roll-out of the new zip lock formats will be supported throughout November and December with a heavyweight marketing campaign.
The Field Fresh range, which also includes sweetcorn and fine green beans, was launched in September 2009 in a bid to add value to the previously stagnant frozen vegetable category.
Fully sealable zip locks were first introduced into grocery in the chilled aisle last year. And dairy giant Milk Link introduced a velcro-like packaging opening and closing system to its Cheddar cheese in June.
The frozen giant is adding zip locks to its 1.52kg pack of Field Fresh Garden Peas (rsp: £2.99) and 1.2kg pack of Field Fresh Petits Pois (rsp: £3.29) next month, replacing the existing bags.
As well as user-friendliness, the zip lock would help preserve the freshness of the vegetables for longer, said brand manager Matt Blackmore, predicting a 10% sales hike on the two products.
"Resealable packaging seems like an obvious and straightforward idea for the frozen category but, following a significant investment in development, arriving at an affordable and effective solution is a genuine innovation," said Blackmore.
"We've all had those moments at home where you open the freezer to find a flood of peas have escaped the bag and we are delighted to have found a feasible, convenient fix."
The new packaging, highlighted with an on-pack flash, required a manufacturing investment of more than £500,000. Birds Eye added that a positive consumer response to the move would encourage it to introduce zip locks to its other frozen lines.
Blackmore said the launch would tap into the pre-Christmas shopping rush a time when the frozen pea category was "at its most active."
"Launching at this time of the year, our aim is to help shoppers in their preparations for Christmas as they stock up on freezer staples."
The roll-out of the new zip lock formats will be supported throughout November and December with a heavyweight marketing campaign.
The Field Fresh range, which also includes sweetcorn and fine green beans, was launched in September 2009 in a bid to add value to the previously stagnant frozen vegetable category.
Fully sealable zip locks were first introduced into grocery in the chilled aisle last year. And dairy giant Milk Link introduced a velcro-like packaging opening and closing system to its Cheddar cheese in June.
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