The UK category leader in frozen vegetables is looking to use the current trend for steam cooking to encourage more consumers to stop boiling their vegetables, which can lead to loss of taste and texture, and start steaming them in the microwave.
The £5.6m launch forms part of Birds Eye’s ‘Food of Life’ strategy to pioneer ‘great tasting, quality food that livens up mealtimes’. With the range expected to achieve £36m in retail sales value in its first year, Steamfresh will be the umbrella platform for a wide range of vegetable side dishes, driving a new steaming category within frozen.
Birds Eye will bring the existing Veg Fusions and Rice Fusions ranges under the Steamfresh platform and launch two new pasta side dishes with vegetables: Mediterranean Vegetable Pasta and Creamy Cheese Penne Pasta with Broccoli & Peas. More new products will be introduced over the course of the year.
The range is split into four categories:
The product lines are available in three formats, allowing easy portion control (single-serve, pyramid and multi-serve bags).
Birds Eye will support the launch of Steamfresh with a £5.6m multimedia campaign, including TV, outdoor, PR, in-store, digital and sampling. The range will continue to be supported throughout 2015 with heavyweight TTL communications.
“Birds Eye has over 60 years of experience growing and fast-freezing vegetables to retain their flavour and freshness,” said general marketing manager Geraldine Phillips. “We are delighted to be pushing new boundaries with the launch of Steamfresh and to make vegetable side dishes a really exciting addition to mealtimes.
“Steaming doesn’t just preserve the nutrients, it locks in the flavour. Using our unique steam bags, we are able to offer consumers a range of tasty side dishes that can be cooked in the microwave to deliver perfect results every time.”
Available from £1.79 RRSP.
© FoodBev Media Ltd 2024