Birds Eye Inspirations Chicken with Cheese & Ham Sauce
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?
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