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Martin Glenn has vowed to find “new and legally robust ways” to promote the health-giving qualities of frozen veg after the ASA banned a Polar Bear ad in which Birds Eye claimed its frozen peas and broccoli contained 30% more vitamins than fresh….
Birds Eye's bid to tap into the 140m convenient rice category features four products combining rice with Birds Eye's frozen vegetables. Consumers can pick from four flavours, including Mediterranean Vegetable and Pilau with Peas and Spinach, in packs of two for 1.79.
Birds Eye has taken a leaf out of a well-known tea brand's book by launching a microwaveable frozen rice that's cooked in a pyramid shaped bag. Rolling out this month, the Rice Fusions range of rice and vegetable dishes cooks in three...
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