Birds Eye is adding some Caribbean spice to its burgers to emulate the success of its Chicken Chargrills.
Reggae Reggae Beef Quarter Pounders, available from next month, contain red peppers and jerk seasoning (rsp: £2.49).
"There has been a proliferation of flavoured burgers within the chilled market," said brand manager Nisha George. "The new flavour will create excitement and draw consumers back into frozen red meat."
The Chicken Chargrills range has generated £4m since its launch last May [Nielsen to 26 December].
Reggae Reggae Beef Quarter Pounders, available from next month, contain red peppers and jerk seasoning (rsp: £2.49).
"There has been a proliferation of flavoured burgers within the chilled market," said brand manager Nisha George. "The new flavour will create excitement and draw consumers back into frozen red meat."
The Chicken Chargrills range has generated £4m since its launch last May [Nielsen to 26 December].
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