Nomad Foods’ Birds Eye brand is expanding its retail range of frozen vegetable-based options in the United Kingdom with the introduction of Veggie Power products positioned as light meals or side dish options that will debut at Sainsbury’s stores on March 27. Three choices, distributed in 400g packs priced at £2.29, are featured: Hearty Broccoli & Buckwheat, Spiced Courgette & Bulgar Wheat and Seasoned Butternut Squash & Quinoa.
With health-conscious food purchases higher than during pre-coronavirus pandemic levels for 10 consecutive months now according to Kantar data, Veggie Power vegetable, grain and pulse mixes meet the demand from shoppers taking a more health focused approach to mealtimes.
While over half of consumers in Britain (58%) have more interest in eating healthily than they did a decade ago, one in five still rate their diet as not healthy.
“Sixty-eight percent of consumers do not regularly eat five portions of fruit and veg a day, so there is a real need for quick, simple and tasty products that have goodness at the heart of them,” said Jess Ali, senior marketing manager at Birds Eye. “With the need for convenience hitting a four year high, our new Veggie Power mixes offer versatility and accessibility to quality healthy ingredients, with the reassurance that frozen food can provide balanced meals. High in fiber and are suitable for vegans, the range delivers a source of protein, the range delivers a source of protein and is suitable for vegans.”
Ali added: “As a leading brand in frozen, we have a responsibility to help the nation eat a little more goodness each day. Vegetables and fiber are a huge part of this and something that the nation is generally lacking. With Veggie Power consumers can be reassured that they are receiving nutritional meals every time.”