Birds Eye has pulled all chicken variants from its premium Bake To Perfection range and is to focus instead on driving frozen chicken sales through its new standardtier Restaurant Favourites.

Chicken lines were added to Bake To Perfection from July last year in the wake of the range’s success in frozen fish, and the fourvariant range has since racked up sales of £4.5m.

However, Birds Eye said this week that it had decided to focus on Restaurant Favourites for its frozen chicken products instead. “We found that in our Restaurant Favourites range, we were developing something that would resonate far better with our shoppers at this time,” said Julian Fletcher, general marketing manager for poultry at Birds Eye.

Bake To Perfection Chicken came out of the last supermarket – Sainsbury’s – on 3 October [Brandview.co.uk].