Wall's has overtaken Birds Eye for the first time in the Promotrack chart for the overall frozen category.

With 35% of total activity last weekend, its offers were based on its range of ice creams and ice lollies. Products were on featured space promotion in Asda, Sainsbury's and Tesco and all used the x-for-y mechanic.

Birds Eye couldn't even manage second place. Nestlé, also focusing on ice cream promotions, took that spot with 29% of activity compared with Birds Eye's 22%. The range included promotions featured in Asda, Sainsbury's and Tesco using x-for-y, and Morrisons using buy-one-get-one-free.

Relegated from its usual first place to third, Birds Eye had promotions in four retailers with only Somerfield not having any offers. Like Wall's, x-for-y was the preferred mechanic, with 'save' second.

In joint fourth place, McCain and Goodfella's took 7% of the remaining space each.

McCain's offers included the new range of frozen potato products including McCain Gourmet Gratins 400g, as well as the more established Micro Pizzas.

There were promotions in four retailers with Somerfield again being the only retailer not to have the brand on offer. Both x-for-y and 'save' were used.

The final brand to make the top five chart was Goodfella's with its Delicia pizza range. Asda, Morrisons and Sainsbury all had the brand on promotion with 'save'.

However, Birds Eye retains its overall dominance of the brand this year to date, with 47% of overall activity - 26 base points ahead of Wall's in second place with 21%.

Nestlé and Aunt Bessie's share third place with 11% each and Goodfellas currently resides in fifth place with 10%.

Last year, Birds Eye accounted for 46% of space, Wall's for just 16%, Goodfella's had 14% and Aunt Bessie's and McCain took 12% each.


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