Birds Eye has added a new Vibrant Vegetable Mix SKU to its recently revamped Steamfresh frozen range.
Rolling into Tesco from 16 September (rsp: £2/300g), the NPD contains sweet chilli-seasoned vegetables, including sugar snap peas and yellow carrot batons.
The launch will be complemented by the return of the frozen giant’s ‘Eat in Full Colour’ TV ad for four weeks from 21 September as part of a £2m marketing investment throughout 2020.
Birds Eye said it hopes to capitalise on a sustained resurgence in frozen sales amid the coronavirus pandemic and ensuing recession. Nielsen figures showed frozen vegetable value sales are currently up 10% against last year [Nielsen MAT 52 w/e 11 July 2020].
“Bringing back the Eat In Full Colour campaign for a second year, together with this new launch, underlines how committed we are to changing the perception of frozen vegetables and doubling the consumption of vegetables in the UK,” said senior marketing manager for vegetables Jess Ali.
“As a nation, we’re still not consuming our 5-a-day, so it’s even more important that we as a brand are innovating new products product solutions and tasty recipe suggestions. It is now so simple for shoppers to not only add extra flavour and variety to their mealtimes, but through our convenient Steamfresh products, they can also eat a little more goodness every day too.”
The launch comes five months on from the revamp of the Steamfresh range, a move which Birds Eye said would change the perception of frozen vegetables and aid visibility in freezer aisles.