Birds Eye has introduced a mixed soya bean and peas offer to its SteamFresh range in its latest attempt to make the pulse more accessible .
It originally launched frozen soya beans in September last year, but it is understood to have struggled to win shoppers over. Last year it said it believed soya beans could easily become a mainstream food if consumers were provided with a more convenient way to eat them.
The Soya & Petit Pois line has rolled out in Sainsbury's, and Birds Eye is in talks with other multiples. The 640g frozen pack has an rsp of £1.99. "Mixing it with something more familiar should make it more accessible," said a spokesman.