Birds Eye is revamping its frozen poultry with new packaging, improved recipes and new variants.

The company is adding five new chicken chargrill and chicken grill flavours to its range - for the chargrills, it is launching sticky & sweet BBQ, creamy garlic & herb and creamy mushroom, while the grills are being expanded with a garlic & herb and a sweet & smokey BBQ variant.

Birds Eye has also reformulated seven further chargrill and grill products so they appeal to “all the family”.

All products are being repackaged in bright packaging, which carries the strap ‘sourced & prepared with care guarantee’. The relaunch is backed by a £1m TV campaign from November.