Birds Eye and Tefal have announced a partnership aimed at helping UK households create “delicious, time-saving meals with ease”.
The collaboration has been launched under a shared mission to create ‘A Better Everyday’ for UK households.
It encompasses Birds Eye’s portfolio of brands, including Birds Eye, Aunt Bessie’s and Goodfella’s, and Tefal’s range of air fryers.
The launch is focused on the roast dinner and showing how an Aunt Bessie’s roast dinner with all the trimmings can be ready in under 70 minutes using the Tefal Easy Fry Dual XXL Air Fryer.
“We know that many households are facing real challenges when it comes to mealtimes, from a lack of time and rising costs, to simply not knowing what to cook and lacking inspiration,” said Birds Eye marketing director Claire Sutton. “Frozen food offers a brilliant solution – it can be nutritious, accessible, and is easily portioned which helps reduce food waste.
“By teaming up with Tefal, we’re excited to show just how easy it is to enjoy the goodness of frozen food,” she added. “Whether it’s a comforting roast or a quick midweek meal, and even a full pizza, this partnership is about making better food choices simple and achievable, and more delicious for everyone.”
The two companies will use in-store and online point-of-sale material, alongside social media content and giveaways, to celebrate the partnership and drive awareness of the benefits of quality frozen food and air frying.
“With air fryers now the UK’s third most-used appliance, it’s clear that smart cooking is becoming a staple in modern kitchens and our partnership with Birds Eye is about helping consumers unlock the full potential of their appliances,” said Patrick Lucereau, marketing director at Tefal UK. “By using quality frozen ingredients to create meals that are quick, tasty and balanced and providing an air fryer which is matched to their unique needs, we’re making mealtimes easier and better for families across the UK.”
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