The frozen category recorded sixth place in the overall promotional featured space chart for 2006 and so far in 2007 is in seventh place.

The top 10 frozen brands in 2006 were Birds Eye with 36% of activity, Goodfellas in second place with 11%, Aunt Bessie's third with 10%, McCain and Wall's sharing fourth place with 9%, Young's in sixth place with 7%, Bernard Matthews in seventh place with 5%, Mars and Cadbury's both with 4% and McDougalls in 10th place with 3%.

Activity so far in 2007 shows a slight change in the rankings. Birds Eye remains top with 41% of total activity so far this year. The brand has been using three mechanics: save, accounting for 58% of activity, x-for-y, which accounts for 28%, and buy-one-get-one-free, which accounts for 14%.

Birds Eye products on promotion this week included Simply Cod, chicken burgers, SteamFresh Vegetables and Birds Eyes original beefburgers.

In joint second place for frozen activity so far this year are McCain and Young's with 11% each.

McCain has been favouring the save mechanic, which accounts for two thirds of its activity with the rest using 'x for y'. Offers this week included McCain Gourmet Potatoes in Tesco, and a range of products including Home Roasts and Rustic Oven Chips in Asda.

Young's activity has been centred around save, used on 88% of offers with bogof used on 12%. Young's Chip Shop Cod Fillets, Scampi With A Hint of Lemon and Fish in Beer Batter were on promotion in Tesco and Asda.

Goodfellas is currently in fourth place in the frozen category this year. Somerfield and Sainsbury's both had offers on its Deeply Delicious Pizza using save and x for y this week.

WeightWatchers sits in fifth place for 2007 so far, but with Aunt Bessie's accounting for more promotional offers in the past two weeks, the brands are likely to switch places before too long.

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