Birds Eye is launching a line of frozen mixed vegetables and grains to appeal to health-conscious consumers.
Called Veggie Power, the range will debut with three variants: Hearty Broccoli & Buckwheat, Spiced Courgette & Bulgar Wheat and Seasoned Butternut Squash & Quinoa.
They will roll into Sainsbury’s on 27 March, packaged in recyclable cartons (rsp: £2.29/400g).
Intended as a light meal or side dish, the NPD would “meet the demand from shoppers taking a more health-focused approach to mealtimes” since the start of the pandemic, said Birds Eye.
The mixes would offer families “a quick solution to adding more goodness at mealtimes”, it added.
Birds Eye senior marketing manager Jess Ali cited the results from a study of 1,000 consumers, which found that 68% did not regularly eat five portions of fruit and veg a day. Birds Eye had “a responsibility to help the nation eat a little more goodness each day”, Ali said.
Vegetables and fibre were “a huge part of this” and something that the nation was “generally lacking”, she added.
The launch comes after research published by Birds Eye last August found that almost half of British families were more likely to buy into the frozen category than they were pre-pandemic.
No comments yet