A Tex-Mex-inspired relaunch of Birds Eye's Chicken Chargrills range, including a collaboration with Dragons' Den star Levi Roots, aims to spice up midweek family meals.
The five-strong range, which hits shelves next week, includes two new variants: lime & chilli and Reggae Reggae sauce coated chicken breasts (rsp: £1.69 per pack).
Birds Eye said the original recipes, including peri peri, cracked black pepper and original, were also being reformulated with improved marinade flavours.
Meanwhile, the packaging has been overhauled to feature a Wild West style sunset to make the boxes more noticeable in the chiller and clearly set them apart from Birds Eye's coated chicken range. Photography emphasising serving suggestions also features on the new-look packs to "inspire ways to serve chicken as a midweek meal", said senior brand manager Daniel Wheeler.
"The new Chicken Chargrills range will put the sizzle back into the midweek meal occasion," he said. "Birds Eye has delivered outstanding growth in the poultry category in the past 12 months with sales value of Chicken Chargrills alone up 23% to £24.3m [Nielsen]. The relaunched Chicken Chargrills will also attract lapsed consumers that have dropped out."
The relaunch is being supported by a £1.5m campaign starting in July, with a five-week TV push supported by radio and in-store ads.
Last month, Birds Eye poured £5m into advertising its new US-style Steakhouse range and its recently relaunched Simply sub-brand.
The five-strong range, which hits shelves next week, includes two new variants: lime & chilli and Reggae Reggae sauce coated chicken breasts (rsp: £1.69 per pack).
Birds Eye said the original recipes, including peri peri, cracked black pepper and original, were also being reformulated with improved marinade flavours.
Meanwhile, the packaging has been overhauled to feature a Wild West style sunset to make the boxes more noticeable in the chiller and clearly set them apart from Birds Eye's coated chicken range. Photography emphasising serving suggestions also features on the new-look packs to "inspire ways to serve chicken as a midweek meal", said senior brand manager Daniel Wheeler.
"The new Chicken Chargrills range will put the sizzle back into the midweek meal occasion," he said. "Birds Eye has delivered outstanding growth in the poultry category in the past 12 months with sales value of Chicken Chargrills alone up 23% to £24.3m [Nielsen]. The relaunched Chicken Chargrills will also attract lapsed consumers that have dropped out."
The relaunch is being supported by a £1.5m campaign starting in July, with a five-week TV push supported by radio and in-store ads.
Last month, Birds Eye poured £5m into advertising its new US-style Steakhouse range and its recently relaunched Simply sub-brand.
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