Birds Eye in the United Kingdom is kicking off 2024 by expanding its potato products range with the debut of Seasoned Potato Bites – mini hash browns with a hint of chili. Inspired by the proven success of the American-style mini potato format, this new retail offering takes popular Birds Eye Chicken Shop’s plain Hash Brown Bites to a new level.
The frozen potato segment in Britain has seen a value growth of +21.2% MAT, according to Nielsen figures posted last November 14. Wth flavor being the number one driver in sales of added value potatoes, the launch aims to attract younger adults by offering them a tasty companion to a meal or a quick and convenient snack.
“We are always looking for new ways to make meal times and snacking occasions more exciting,” said Charlotte Pask, senior brand manager for potatoes at Birds Eye. “The bite-size potato format is already proven to be a favorite, as bestsellers within the Birds Eye Chicken Shop portfolio. However, our Seasoned Potato Bites aim to go one step further by adding a flavor kick which aims to appeal to younger consumers looking for new options within the segment.”
Suitable for air frying, the vegan, gluten-free product is now available in the freezer sections of Iceland, Morrisons and Farmfoods stores at a suggested retail price of £2.80.
The Birds Eye brand distributed in Britain and continental Europe is owned by Nomad Foods. Goodfella’s, Aunt Bessie’s and Green Cuisine are among other popular labels in the portfolio. The company’s extensive range of products includes fish, vegetables and chicken dishes as well as a meat-free line, pizzas and roast accompaniments.
