Birds Eye is aiming to build on the success of its Bake to Perfection Fish range by expanding the concept into chicken.
The four-strong range includes Garlic & Herb, Chasseur, Tomato & Basil and Red Wine & Mushroom variants, which feature the same 'no touch' foil pouches as the fish options.
Birds Eye hopes to replicate the stunning success of its Bake to Perfection Fish and reinvigorate frozen poultry.
Bake to Perfection Fish has rung up sales of £29m since its March 2009 launch [Nielsen 12 June 2010] almost triple Birds Eye's initial prediction. More than 86% of Bake to Perfection Fish volume had been incremental to the category [Kantar 52w/e 13 June 2010], according to Birds Eye.
"By answering the consumer need for tasty and convenient premium products that aren't battered or breaded we hope to drive new consumers into the category, boost value and deliver incremental sales," said senior brand manager James Watson.
"Bake to Perfection Fish has exceeded all of our most confident growth expectations so we are in no doubt Chicken will also be a huge hit," he added.
Although consumers were not as scared of cooking chicken as they were of fish, they struggled to create tasty, interesting chicken meals on a regular basis, added Watson. "In addition, the majority of prepared chicken dishes on the market deliver a very dry and uninteresting eat a problem that our bake perfect bag-cooking process solves."
The launch of Bake To Perfection Chicken is being backed by a £1.5m advertising campaign comprising national and trade press advertising and a television campaign due in October.
The products (rsp £3.39 for a two fillet 270g pack) are available now from Waitrose.
The new launch comes as Birds Eye has been gradually de-listing Naked & Natural the range of plain fish in the same throw-in-the-oven pouches since last October, after they failed to hit the spot with shoppers.
The four-strong range includes Garlic & Herb, Chasseur, Tomato & Basil and Red Wine & Mushroom variants, which feature the same 'no touch' foil pouches as the fish options.
Birds Eye hopes to replicate the stunning success of its Bake to Perfection Fish and reinvigorate frozen poultry.
Bake to Perfection Fish has rung up sales of £29m since its March 2009 launch [Nielsen 12 June 2010] almost triple Birds Eye's initial prediction. More than 86% of Bake to Perfection Fish volume had been incremental to the category [Kantar 52w/e 13 June 2010], according to Birds Eye.
"By answering the consumer need for tasty and convenient premium products that aren't battered or breaded we hope to drive new consumers into the category, boost value and deliver incremental sales," said senior brand manager James Watson.
"Bake to Perfection Fish has exceeded all of our most confident growth expectations so we are in no doubt Chicken will also be a huge hit," he added.
Although consumers were not as scared of cooking chicken as they were of fish, they struggled to create tasty, interesting chicken meals on a regular basis, added Watson. "In addition, the majority of prepared chicken dishes on the market deliver a very dry and uninteresting eat a problem that our bake perfect bag-cooking process solves."
The launch of Bake To Perfection Chicken is being backed by a £1.5m advertising campaign comprising national and trade press advertising and a television campaign due in October.
The products (rsp £3.39 for a two fillet 270g pack) are available now from Waitrose.
The new launch comes as Birds Eye has been gradually de-listing Naked & Natural the range of plain fish in the same throw-in-the-oven pouches since last October, after they failed to hit the spot with shoppers.
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