Findus Crispy Pancakes are set to return to the frozen aisles of UK supermarkets, brand owner Birds Eye has announced, just weeks after The Grocer exclusively reported the imminent revival of the much-loved product.
The latest news comes on the same day Young’s Seafood revealed it would be launching its own Original Pancake Co savoury frozen range later this month. It will now go head-to-head with the Birds Eye range, which is scheduled to roll out from 8 May in Asda and Morrisons.
Consumers had expressed fears that Findus Crispy Pancakes, created in the early 1970s, would be discontinued after Young’s lost the UK rights to the Findus name last autumn, having been spun off into a standalone company as part of a £500m takeover of Birds Eye’s European arm, its owner, by Nomad Holdings.
But, as revealed last month by The Grocer, Nomad had plans to revive the iconic savoury brand, which will be offered in four recipes - Cheese, Ham & Cheese, Beef & Onion, and Chicken, Bacon & Sweetcorn (rsp: £1/four-pack) - in packaging that retains elements of the old design.
“Findus Crispy Pancakes have been family favourites for generations,” said Birds Eye UK marketing director Steve Chantry, who claimed the tea-time brand was valued at about £2m.
“At Birds Eye, heritage is important to us, so we want Brits to be able to enjoy something from their past well into their future,” he added. “We’re confident the new recipes and design will drive incremental sales as we remind Brits why they fell in love with the freezer staple in the first place.”