Birds Eye is hoping to rejuvenate frozen ready meals - and boost its own faltering sales in the category - with a range of stir-fry dishes.
The single-serve Stir Your Senses range, available from next week, comprises eight dishes inspired by cuisines from around the world (rsp: £2.99/350g bag).
Prepared in a pan in under 10 minutes and with no need to add any ingredients except water, the meals would offer “quick and fuss-free” cooking and tap a growing trend for solo dining, said marketing director Steve Chantry, predicting the range would clock up £20m in its first year.
Birds Eye previously had a “small range” of stir-fry dishes, but this was a broader offering, said Chantry. “Stir Your Senses will bring a whole new range of pan-cooked meals to UK consumers,” he added.
The brand will be hoping to reverse a 42.2% drop in its ready meal sales to £14.2m and pump new life into a total frozen ready meals category down 6.2% to £358.4m [Nielsen 52 w/e 11 October 2014].
Birds Eye is supporting the NPD with a £2.5m TV campaign in April, alongside sampling, digital and in-store activity.
The eight-strong line-up includes Tagliatelle con Porcini, South Indian chicken Curry, Thai Chicken with Basmati Rice, Penne all’Arrabbiata con Pollo, Rigatoni alla Carbonara, Pappardelle alla Bolognese, Gnocchi con Gorgonzola e Spinaci and Spanish Paella with Chicken & Prawn (rsp: £2.99/350g bag). They will roll into Asda, Tesco, Sainsbury’s, Morrisons and Waitrose stores, with the Tagliatelle con Porcini and South Indian Curry also available across the convenience sector.