Birds Eye Inspirations Chicken with Cheese & Ham Sauce

Download the full report

Who: Birds Eye

What: Inspirations Chicken with Cheese & Ham Sauce

Where: Frozen poultry

When: Launched March 2014

How much: £2.50/240g

Why: A major launch for Birds Eye this year, Chicken Inspirations - and sister range fish Chargrills - claim to offer “the finest and freshest ingredients with exciting flavour combinations.” While it’s debatable how exciting a combination ham & cheese is, what is clear is Birds Eye’s excitement for the launch, backed by a £10m campaign. It hopes the activity will help to change the view of frozen from “fall back” to “first choice.”

Consumer verdict: This attracted a good level of pre-trial purchase interest, with testers saying they would notice the Birds Eye packaging and were attracted to the familiarity of the brand, on-pack quality assurances and value offered by the £2 price. Our testers described the cooked chicken as moist, tender and succulent, and enjoyed the smooth cheese and ham sauce and crispy coating. Purchase intent rose after tasting and the overall score was above the average for the category, making this a good freezer standby.

Pre-trial purchase: 43%

Post-trial purchase: 57%

Better than what’s out there: 51%

New and different: 40%

Overall score: 40/50


What is Fast Foodfax?

It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information.

Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards. 

Tel. 01223 492 050 Email: