Birds Eye has expanded its chips lineup with new gluten-free Crispy Wedges.
Debuting in Iceland on 25 August and Tesco on 15 September (rsp: £2.50), the NPD is geared towards young families.
The “uniquely skin-off” and “unspiced” product gives diners the opportunity to add their own seasoning, the frozen food giant said.
The potato wedges come following the launch of Birds Eye Crispy Chips, which hit shelves in 2024 and are a hybrid between French fries and straight-cut chips.
The brand’s Chips range launched in July last year and is said to be worth £11.8m [NIQ 52 w/e 20 June 2025].
In the same year, Bird Eye underwent its biggest redesign in over a decade. It featured, among other things, a NaviLens code to improve accessibility for blind and partially sighted people, following in the footsteps of Nomad Foods stablemate Aunt Bessie’s, which started using the technology in 2022.
Earlier this year, Birds Eye expanded its frozen fish range with a new Captain’s Discoveries lineup, drawing on flavours from around the world.
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