Birds Eye Expands Inspirations Ready Meals Line in UK

A £5.5 million above-the-line campaign for a growing Birds Eye Inspirations range of ready meals will be kicked off on November 1 and run throughout 2017 in the United Kingdom. It will encompass TV, VOD and digital advertising, as well as in-store promotions.

Offering consumers a premium dining experience at home, the expanded line is being positioned to inject more excitement into typical midweek meals at home and reinvigorate the adult dining occasion category, currently worth £463 million, according to Steve Chantry, the marketing director for Birds Eye UK.

“When we launched Inspirations in 2014, the response was overwhelmingly positive, with the brand being named the most successful product launch of the year,” said Chantry. “With the launch of this new campaign, we want to take Inspirations and adult dining to the next level with a charming, celebratory ad and premium products to match.”

Currently valued at £48 million, the range serves up a variety of fish and chicken dishes and ready meals especially aimed at one- and two-person households.

New items in the Inspirations lineup, now available in retail stores, include panko crumbed Fish Fingers, which “takes a classic British teatime staple and gives it a grown-up twist,” said Chantry.

Birds Eye Inspirations Chicken KievsCapitalizing on the growth of the lightly dusted product sector, Birds Eye has also unveiled two new cod variants and will introduce a new premium Chicken Kiev offering.

In addition, the company’s Stir Your Senses assortment of stir-cooked meals will be rebranded under the Inspirations portfolio, further demonstrating its premium positioning and maximizing benefit from the investment in the wider brand.

Further bolstering the launch, all Inspirations packaging has been redesigned to improve on-pack navigation and introduce a stylized black backdrop to stand out better on shelves.

Now selling for £4 at Tesco, Asda, Sainsbury’s and Morrisons retail shops, the Birds Eye Inspirations Lightly Dusted line features Lemon & Cracked Black Pepper Dusted Cod and Rosemary & Sea Salt Dusted Cod Fillets.

Birds Eye Inspirations 2 LemonPepperCodFillets

Available at £3 at a number of chain stores, including Iceland, are Cod Fillet Fish Fingers with a Sea Salt & Black Pepper Panko Crumb, and Haddock Fillet Fish Fingers with a Lemon & Black Pepper Panko Crumb.

Inspirations Garlic and Herb Chicken Kiev wrapped in Crispy Breadcrumbs is going for £2.70 at Tesco, Asda, Sainsbury’s and Morrisons.