Frozen food brand Birds Eye has expanded its Inspirations platform with the introduction of a new breaded fish fillet range and Bake Perfect fish variant.
The expansion to the premium evening meal range consists of two “contemporary flavour pairings,” the brand said: crunchy tortilla, chilli and lime for a Mexican-inspired flavour experience, plus Sicilian lemon and pink peppercorn crumb. There is also a new lime, chilli and coriander sauce variety of Birds Eye’s Bake Perfect range. All three variants will be introduced to shoppers with an introductory price, later selling for £3.99 each.
The breaded fish fillets will be supported by an investment of £1.5m, including television advertising being broadcast for six weeks from the middle of October.
The new range also spearheads another category breakthrough, due to its innovative packaging. The transparent packaging showcases the quality of the ingredients in the coating and also allows for individual portionability, whilst the fish is covered by a film designed to lock in the ingredients and optimise the taste experience for consumers.
Birds Eye UK marketing director Steve Chantry said: “We’re overwhelmed by the success of the Inspirations range, and are still thrilled to have received the award for the most successful FMCG new product launch of 2014. We take absolute pride in leading the market when it comes to consumer insight and product innovation, so we’re excited to be meeting the demands of shoppers by expanding our premium Inspirations offering further.
“Created with the best possible ingredients and distinctive packaging, the breaded fish fillets will revolutionise the coated fish market and provide delicious flavour combinations that can be ready with minimal fuss – perfect for busy, modern-day consumers!”
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