Nomad Foods’ Birds Eye brand in the United Kingdom has “refreshed” its line of frozen Steamfresh products with the introduction of Vibrant Vegetable Mix featuring mini corn, sugar snap peas and yellow carrot batons with a sweet chili seasoning. The new product is now available for £2 per twin pack at Tesco, ASDA and Morrisons retail stores in Britain.
The launch comes at a time when the Steamfresh range is worth £33 million RSV, while the frozen vegetable category is currently growing at +10% versus last year’s performance.
Birds Eye has brought back its “Eat In Full Color” marketing push, part of a £2 million media campaign, to focus on the Steamfresh range by encouraging consumers to add more essential nutrients and vibrant color to their plates with a mix of frozen vegetables. The Steamfresh line was also given a revamp earlier in the year, helping to attract shoppers to the range and aiding visibility in retail stores.
As demand rose for easy-to-prepare frozen vegetables during the government-imposed lockdown in response to the novel coronavirus (SARS-CoV-2) pandemic, the Steamfresh range extended its market share in the category to 66%. Meanwhile, demand for frozen vegetables continued to be robust after strict lockdown measures were relaxed.
“Shoppers are increasingly conscious of how they can support their health with more nutritious eating, but without compromising on great taste and texture. We hope the combination of sweet chili seasoning and crunch from the mini corn and sugar snap peas will help inject some color and flavor to mealtimes, without the inconvenience and hassle of cooking from scratch,” said Jess Ali, senior marketing manager for vegetables at Birds Eye.
Ali continued: “Bringing back the Eat In Full Color campaign for a second year, together with this new launch, underlines how committed we are to changing the perception of frozen vegetables and doubling the consumption of vegetables in the UK. As a nation, we’re still not consuming our 5-a-day, so it’s even more important that we as a brand are innovating new products product solutions and tasty recipe suggestions.”