Birds Eye Set to Launch Major Campaign for New Steamfresh Range

In support the launch of their new Steamfresh vegetable range, the Birds Eye brand is gearing up to roll out a £5.6m campaign aimed at revolutionising customer perception when it comes to frozen food products.

It is hoped that the Steamfresh range will capitalise on the current popularity of steam cooking, which is lauded for its' health benefits by retaining the inherent nutrients of foods.

Due to hit shelves in September as part of Birds Eye's 'Food of Life' strategy, the new Steamfresh range is split into four categories - natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables and pasta with vegetables. While some recipes within these ranges already exist, more new products are in the pipeline to be introduced over the course of the year.

Birds Eye is said to be expecting sales on the new product range to reach £36m in the first year of their release. Steamfresh will be sold at a number of retailers from September, including Asda, Iceland, Farmfoods, Morrison's, Sainsburys, Tesco, The Co-operative and Waitrose.

General Marketing Manager at Birds Eye, Geraldine Phillips, commented: "Birds Eye has over 60 years of experience growing and fast freezing vegetables to retain their flavour and freshness. 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."

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