Birds Eye debuted Mini Rainbow Waffles at Iceland store freezer cases throughout the United Kingdom on April 8. Selling at an introductory price of £2.50 per 534-gram package, the potato- and vegetable-based product is also available through the Ocado online grocery retailer.
The kid-friendly vegan and gluten-free offering features lightly-fried waffles made from seasoned potato mash colorfully accented with a blend of green garden peas, red beetroot and orange sweet potatoes.
“Birds Eye Potato Waffles have been an iconic part of British teatimes since 1981, and kids and adults continue to love the taste,” said Marketing Manager Pete Johnson. “Our newly launched Rainbow Mini Waffles are a simple but magical mix of fluffy potato mash and vegetable goodness that will introduce more color and dietary variety to the nation’s plates.”
The recipe contains no artificial colors, flavors or preservatives, and serves up 160 calories and under one gram of saturated fat per portion.