Birds Eye has announced a multimillion-pound investment for its Inspirations line-up, as the frozen food leader continues to tap the adult dining market to retrieve £25.3m of value sales [Nielsen 52 w/e January 2016]. The spend will see the addition of new products, a packaging refresh and a £5.5m marketing campaign.
Available from September, the Inspirations range will see the introduction of several new SKUs, including panko-crumbed fish fingers to give ‘a grown-up twist’ to a teatime staple,‘lightly dusted’ lemon & herb cod fillets, and garlic & herb chicken Kievs.
Birds Eye is also set to boost Inspirations with the addition of a rebranded Stir Your Senses, to demonstrate the ‘premium positioning’ of the stir-cook meals collection after it racked up £7.8m in its first year following an early 2015 launch [Nielsen].
To further bolster the portfolio, Birds Eye is set to refresh all Inspirations packaging, improve on-pack navigation, and introduce a black backdrop design.
Finally, the expanded Inspirations portfolio will be the focus of a £5.5m campaign. Beginning on 1 November and running throughout 2017, it has been designed to appeal to shoppers who don’t have time to prepare and cook their midweek meals.
The Inspirations range is currently worth £48m in a category valued at £463m, according to Steve Chantry, Birds Eye UK marketing director.
“As the leading brand in frozen, we are perfectly placed to drive the adult dining category. The new range provides tasty, premium and inspirational products,” he said.
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