Birds Eye has created a new brand for frozen ready meals that it hopes will reinforce the Britishness of its dishes.

The Great British Menu sub-brand will roll out across the 16-strong range of traditional dishes, including roast dinners, chilli con carne and macaroni cheese.

The packaging will flag up a 'quality meat' message with a rosette flash. The range will be available from July. "The new branding dials up true Britishness through both the range name and the package design, which features the iconic backdrop of a British racing green," said Matt Blackmore, ready meals brand manager.

Topics