Birds Eye has added a new Crunchy Traybakes line to its Captain Birdseye range in a bid to tap into trends for wellbeing and convenience.
Containing MSC-certified Alaskan pollock fillets topped with chunks of vegetables, a sauce and a covering of golden breadcrumbs, the NPD promises to provide “indulgent, real food” according to the frozen giant.
The Traybakes will come in two variants, Garden Vegetables and Mediterranean Vegetables. The former will come with broccoli, sugar snap peas and spinach, while the latter will contain yellow, red and green peppers and tomatoes.
Both will be available in Morrisons from 28 September (rsp: £3/380g).
“Shoppers are increasingly conscious of including more fish and vegetables in their diet to improve their health and wellbeing. However, a barrier to this can often be the time it takes to achieve a great-tasting, balanced meal,” said Birds Eye general marketing manager for fish Annalisa Fanali.
“We hope great-tasting and enticing products like this will inspire shoppers to add more fish to their diets, and drive category growth.”
Each pack is said to offer two portions and comes in a recyclable paper tray.
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