Birds Eye is attempting to heat up the frozen vegetable category with Field Fresh, a new sub-brand it predicts will generate £15m sales in its first year.
It is rebranding six of its frozen veg products under the Field Fresh banner and adding two newcomers to the line-up, which will roll out to stores in November.
While Garden Peas, Petits Pois, Steam Bags and Soya Beans lines (rsp: below £2) are simply being rebranded, Supersweet Sweetcorn and Country Mix (rsp: £1.69) will also contain higher-quality veg.
The newcomers are Select Mixed Vegetables and Very Fine Green Beans (rsp: £1.69).
The new-look packs, which will be supported by a £4.5m marketing programme from January, feature guarantees that the veg has been 'picked & frozen within hours'.
Previously, only Birds Eye's Garden Peas and Petit Pois carried the 'field to frozen' guarantee. However, improved manufacturing efficiency had made it possible to extend this, the company said. The guarantee would help revive frozen veg sales, which have fallen 4% to £180m [Nielsen, 52w/e 8 August], it added.
"Field Fresh will do for veg what our Simply range which is set to be a £25m brand in its first year did for fish," said marketing director Ben Pearman, adding that it would be "more mainstream" than Tasty Veg, Birds Eye's previous new frozen veg brand.
Launched last September, the gourmet range now only has "limited" distribution.
The only veg line not being brought under the new banner is Essentials mixed vegetables, available only in discounters and c-stores.
It is rebranding six of its frozen veg products under the Field Fresh banner and adding two newcomers to the line-up, which will roll out to stores in November.
While Garden Peas, Petits Pois, Steam Bags and Soya Beans lines (rsp: below £2) are simply being rebranded, Supersweet Sweetcorn and Country Mix (rsp: £1.69) will also contain higher-quality veg.
The newcomers are Select Mixed Vegetables and Very Fine Green Beans (rsp: £1.69).
The new-look packs, which will be supported by a £4.5m marketing programme from January, feature guarantees that the veg has been 'picked & frozen within hours'.
Previously, only Birds Eye's Garden Peas and Petit Pois carried the 'field to frozen' guarantee. However, improved manufacturing efficiency had made it possible to extend this, the company said. The guarantee would help revive frozen veg sales, which have fallen 4% to £180m [Nielsen, 52w/e 8 August], it added.
"Field Fresh will do for veg what our Simply range which is set to be a £25m brand in its first year did for fish," said marketing director Ben Pearman, adding that it would be "more mainstream" than Tasty Veg, Birds Eye's previous new frozen veg brand.
Launched last September, the gourmet range now only has "limited" distribution.
The only veg line not being brought under the new banner is Essentials mixed vegetables, available only in discounters and c-stores.
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