Birds Eye is launching a £1 price promotion on five core products this autumn to encourage mums to use frozen food at teatime.

The Back to School promotion will run from 6 to 26 September and will be supported by TV ads. It covers packs of eight Oven Crispy Battered Fish Fingers, 480g Garden Peas, 12 Waffles, 2 Crispy Chicken Grills and Chicken Curry.

The products would provide mums with easy full meals for kids as they went back to school, and raise the profile of frozen food at teatime, said marketing manager Russell Larrett.

Consumers were already using frozen foods in "up to two teatime occasions per week", the company claimed, and if consumers chose to use frozen food for just one further teatime occasion every week, the category would increase in value by £750m to £2.78bn.

A previous price promotion in January 2009 led to a 159% increase in incremental value sales, it said.

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