The kids’ frozen meals market is to become a brand battleground with two additions to Oriental Express Frozen Food’s Scooby-Doo range.
The move follows last week’s announcement from Birds Eye that it is to launch four kids’ frozen meals under the Captain Birds Eye moniker in September
(The Grocer, July 10, p46).
A Scooby-Doo Spooky Sausage Meal, which comes complete with ghost potato shapes, and Spooky Chicken Pasta with bat and ghost-shaped pasta (rsp: £1.49), will also be launched in September, in time for Hallowe’en.
Both meals contain a colour-changing ‘spork’ (a cross between a spoon and fork) and a cut-out mask on the back of pack.
And like the other six meals in the Scooby-Doo range - mini pizza, fish fingers, chicken nuggets, cheesy ham, cheesy chicken, and ravioli - and the planned meals from Birds Eye, the new Spooky Scooby meals contain no artificial colours, flavours or preservatives.
OEFF launched the Scooby-Doo range in January into a category dominated by own label. The company’s marketing director, Michaela Blunden said the brand would be worth £7m by the end of the year thanks to the newcomers.
“The reason we’ve been so successful is due to the wide appeal of Scooby-Doo.
“Mums and dads remember Scooby but he is still relevant to today’s kids.”
Sean McAllister
The move follows last week’s announcement from Birds Eye that it is to launch four kids’ frozen meals under the Captain Birds Eye moniker in September
(The Grocer, July 10, p46).
A Scooby-Doo Spooky Sausage Meal, which comes complete with ghost potato shapes, and Spooky Chicken Pasta with bat and ghost-shaped pasta (rsp: £1.49), will also be launched in September, in time for Hallowe’en.
Both meals contain a colour-changing ‘spork’ (a cross between a spoon and fork) and a cut-out mask on the back of pack.
And like the other six meals in the Scooby-Doo range - mini pizza, fish fingers, chicken nuggets, cheesy ham, cheesy chicken, and ravioli - and the planned meals from Birds Eye, the new Spooky Scooby meals contain no artificial colours, flavours or preservatives.
OEFF launched the Scooby-Doo range in January into a category dominated by own label. The company’s marketing director, Michaela Blunden said the brand would be worth £7m by the end of the year thanks to the newcomers.
“The reason we’ve been so successful is due to the wide appeal of Scooby-Doo.
“Mums and dads remember Scooby but he is still relevant to today’s kids.”
Sean McAllister
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