A group of Yorkshire farmers is planning to take on frozen food giants such as Birds Eye with the first regional frozen peas brand.

Swaythorpe Growers a co-operative of 40 pea farmers who used to farm for Birds Eye claims that the Yorkshire Peas brand will offer the chance to support British farming in a sub-category where much of the veg is not British-grown.

The growers have started talking to retailers in a search for regional listings for the brand but will not seek national distribution at this stage.