Birds Eye is expanding its frozen potatoes range in United Kingdom retail stores with the introduction of Crispy Wedges, following the successful launch of Crispy Chips in 2024. The gluten-free Crispy Wedges are skin-off and un-spiced so they can be seasoned according to one’s taste preference.
The Birds Eye Chips range is currently worth £11.8 million, having launched in July of last year, quickly becoming the second largest frozen chip brand in the British market. The debut of Crispy Wedges is set to build on that momentum, tapping into strong consumer demand for wedges – a category which has seen 2% (+£826k) value growth as consumers enjoy wedges on 7 million more meal occasions than they did a year ago.
Birds Eye Crispy Wedges will be available at Iceland stores August 25, and Tesco outlets on September 8 at £2.50 MRSP, before rolling out more widely later in September.
