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This week, Birds Eye has announced the launch of seven new innovations across its Captain’s Discoveries and Chicken Shop ranges.

As part of its Captain’s Discoveries range, the Nomad Foods-owned brand is debuting two new prawn products: Battered Lemon & Parsley Prawns, and Classic Breaded Prawns.

The new additions build on the existing range, which brings world flavours into the frozen seafood category, aiming to elevate everyday meal occasions.

By tapping into well-loved flavours and focusing on sustainability (both products are ASC-certified) the brand said it aims to inject excitement into the £297 million UK frozen seafood category and appeal to a younger demographic, who typically under-index in the frozen fish segment.

Also new this week are five new additions to Bird’s Eye’s Chicken Shop range – Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders, and Crispy Seasoned Fries.

The new additions tap into the ‘fakeaway’ trend, offering consumers more affordable, at-home versions of classic takeaway favourites. They are designed to appeal to a young adult audience (18-34 year olds) and a broad range of tastes, inspired by on-trend flavours and formats from quick service restaurants to bring more variety to the frozen aisle.

Bird’s Eye said the products are ideal for consumers looking for ‘a treat without the hassle of scratch cooking or the expense of a takeaway,’ and can be cooked in the air fryer for added convenience.

The innovations follow the relaunch of the Chicken Shop range in 2024, which included the roll-out of seven new products inspired by bricks and mortar chicken shops. According to Nielsen data, these innovations added £8 million of additional sales for the brand, with around one in six (16%) shoppers buying Chicken Shop products being new to the frozen poultry category.

The new Chicken Shop products are available from September across retailers nationwide. The Captain’s Discoveries prawn products are launching initially in Tesco from 8 September, followed by further grocery channel listings from the end of September onwards.