The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

UK frozen food brand Birds Eye has launched Crispy Wedges, as part of its ongoing strategy to diversify its potato offerings.

Building on the success of its Crispy Chips introduced last year, the new wedges are positioned to cater to the growing demand for family-friendly meal solutions.

Crispy Wedges are uniquely designed to be skin-off and un-spiced, allowing consumers the flexibility to season them according to individual tastes.

This feature is particularly appealing to younger families seeking versatile meal options that can adapt to various palates.

The wedges are gluten-free, enhancing their appeal to health-conscious consumers. They are also air-fryer friendly, and can be ready in just ten minutes.

The launch comes at a time when the potato category is witnessing significant growth, with wedges experiencing a 2% increase in value, translating to an additional £826,000 in sales over the past year.

According to market data, wedges are now featured in 7 million more meals than they were a year ago, indicating a robust consumer interest in this format.

Birds Eye's Crispy Chips range has already established itself as a contender in the market, currently valued at £11.8 million and ranking as the second largest frozen chip brand since its debut in July 2024.

The introduction of Crispy Wedges is expected to capitalise on this momentum, further solidifying Birds Eye's position in the competitive frozen food sector.

Starting from August 25, Crispy Wedges will be available at Iceland stores, followed by a rollout at Tesco on September 8, with a recommended retail price of £2.50.

Wider distribution is planned for later in September, aiming to reach a broader audience across various retail channels.

Birds Eye, owned by Nomad Foods, continues to emphasise its commitment to providing accessible, healthy and delicious frozen food options.