Birds Eye is relaunching its microwaveable Veg and Rice Fusions ranges under new umbrella brand Steamfresh, and adding pasta and veg side dishes.
Rolling out next month, Steamfresh comprises a total of 17 SKUs, including Mediterranean vegetable pasta and creamy cheese penne pasta with broccoli & pea in a 350g multi-serve steam bag, along with three seasoned veg mixes previously under its Field Fresh label.
Four veg fusion and six rice fusion dishes move to the Steamfresh label. Rsps are £1.79-£1.99.
Birds Eye is supporting the launch with a £5.6m push, which includes TV ads, outdoor, PR, in-store, digital and sampling activity.