Birds Eye has kicked off its biggest-ever sampling tour – a six-month push to promote the use of its products during the week.

Two sampling rigs will be visiting 320 supermarkets across the country to showcase the frozen food giant’s ‘midweek’ ranges including Bake to Perfection, Rice Fusions and Fish Fusions. More than 800,000 product samples are set to be handed out at Asda, Morrsions, Sainsbury’s and Tesco as the company looks to reach an estimated 2.4 million shoppers. The tour will also visit retailers’ head offices to share the experience with their staff and buyers.

Some three million coupons will be handed to shoppers to encourage them to try something different for dinner, along with leaflets featuring tips and ideas on how to add variety to mealtimes.

“It is all too easy for people to fall into a food rut when it comes to midweek dining and rely on old favourites out of habit and ease,” said Birds Eye general marketing manager Helen Martin. “Our aim is to encourage Brits to find ways to make weekday nights more varied and exciting with minimal effort.”