Birds Eye is adding a new sweet chilli variant to its frozen chicken grills and chargrills range in a bid to draw new shoppers into the category.

The addition of the sweet chilli chicken grills comes as the brand looks to launch new trend-led flavours and products that appeal to the whole family.

“Sweet chilli is a hugely popular flavour and has scored strongly in consumer concept tests,” said senior brand manager Julie Johns.

The full grills and chargrills range would be supported throughout 2013 with high-profile TV commercials, PR and in-store support, she added.

Sweet chilli will be available in the mults nationwide from March (rsp £1.69 for a two pack).