Manufacturers of frozen food are all ramping up their efforts to bring enjoyment back to the category.
To this end, Birds Eye is about to put its marketing muscle behind a new range, Birds Eye Chicken Goujons. Each variant in the range - Classic Crumb, Garlic & Herb, and Hot 'n' Fiery - is made with 100% chicken breast, and Birds Eye says the range "will help consumers bring the out-of-home experience that they love to in-home mealtimes".
The company says the range has been developed to appeal to teenage consumers who, it claims, are largely not catered for within the frozen poultry market.
Taste, format and convenience are the key considerations for teenagers, who only eat when they are hungry, it says.
"Birds Eye Chicken Goujons are placed to capitalise on this as they are designed for casual eating," adds a spokesman.
Classic Crumb and Garlic & Herb will be available from this month, with the third flavour set to launch in September.
All will be available in 300g packs containing 10 pieces.