Birds Eye and kitchen and home appliances company Tefal have announced a strategic partnership, motivated by a shared mission to create “A Better Everyday” for households in the United Kingdom. By combining Birds Eye’s popular frozen food products with Tefal’s smart, energy-saving cooking appliances, they are working together to make everyday life “easier, more enjoyable and more delicious,” according to a press release.
Launching with a spotlight on roast dinner preparation, Nomad Foods, parent company of Birds Eye, shows how an Aunt Bessie’s Roast Dinner with all the trimmings can be ready in just 70 minutes using the Tefal Easy Fry Dual XXL Air Fryer – the dual largest air fryer available in Britain. In-store and online point-of-sale material, alongside social media content and giveaways, will be used to drive awareness of the benefits of quality frozen food and air frying.
With over half of UK households now using an air fryer, the partnership highlights how Birds Eye’s portfolio of products and brands can be cooked quickly and efficiently using Tefal’s air fryers which offer time-saving and energy-saving benefits, helping families cut back on costs while still enjoying varied and tasty meals.
Claire Sutton, marketing director at Birds Eye commented: “We know that many households are facing real challenges when it comes to mealtimes, from a lack of time and rising costs, to simply not knowing what to cook and lacking inspiration. Frozen food offers a brilliant solution – it can be nutritious, accessible, and is easily portioned to help reduce food waste. By teaming up with Tefal, we’re excited to show just how easy it is to enjoy the goodness of frozen food. Whether it’s a comforting roast or a quick mid-week meal, and even a full pizza, this partnership is about making better food choices simple and achievable, and more delicious for everyone.”
Patrick Lucereau, marketing director at Tefal UK added: “With air fryers now the UK’s third most-used appliance, it’s clear that smart cooking is becoming a staple in modern kitchens and our partnership with Birds Eye is about helping consumers unlock the full potential of their appliances. By using quality frozen ingredients to create meals that are quick, tasty and balanced and providing an air fryer which is matched to their unique needs, we’re making mealtimes easier and better for families across the UK.”
