Birds Eye

Birds Eye has added to its free-from range

Birds Eye has expanded its free-from lineup with the launch of two new gluten-free variants.

Gluten-free chicken nuggets (rsp: £3.50) and breaded fish fillets (rsp: £2.99) are set go on sale in Sainsbury’s stores from 6 November.

The MSC-certified fillets containing 64% Alaskan pollock will also roll out across Tesco stores at the same time, joining Birds Eye’s gluten-free fish fingers and potato waffles which launched last year.

The frozen food giant cited the one in five Brits who have cut gluten from their diets as a key factor in expanding the range [Mintel, December 2016].

“By adding gluten-free varieties of family favourites, Birds Eye has made mealtimes simpler and ensured that no one misses out,” said Birds Eye UK marketing director Steve Challouma.

“The free from category is seeing strong growth, with industry experts expecting the market to expand by 52% by 2020. We will help to drive category growth by continuing to focus on the development of Birds Eye products that can sit on the plates of every gluten-free consumer.”

It comes after rivals Young’s expanded its free from range with the launch of wheat-free fish fingers.

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