Birds Eye expands inspirations range with restaurant-inspired chicken

• Birds Eye is introducing two premium quality SKUs to its ‘Inspirations’ Chicken range
• The new additions will join the existing Birds Eye core chicken grills range and offer a great trade-up option for a more restaurant-inspired experience at home
• The new Chicken Fillets will be available in two styles: Light & Crunchy and Southern Fried

Birds Eye is delving into the latest consumer trend for restaurant standard meals, with the launch of two new Inspirations Chicken SKUs. Made from 100% chicken breast, the restaurant-inspired dishes will come in two variants; Light & Crunchy and Southern Fried.

This launch follows extensive research carried out by the trusted frozen brand, which identified more upmarket offerings as an area of the category that consumers felt was lacking, highlighted by the majority of respondents citing a desire for a more luxurious proposition. The new SKUs will join the Birds Eye core chicken grills line-up from the 15^th March, offering a natural trade-up option that will also attract the attention of new shoppers looking for something a little different.

Birds Eye’s thriving core chicken grills range currently holds 64.3% of the sector, growing +15.5%[1]. These restaurant quality dishes are set to build on the success of the core range, giving shoppers a premium alternative – made from 100% whole muscle chicken.

Francesca Cremonesi, senior brand manager at Birds Eye, said: “With a lot of us still spending most of our time inside and longing for the day we are able to enjoy a meal out, we wanted to bring that restaurant experience to people’s homes.

“The nation loves our current Birds Eye chicken grills, with 27.3% of UK households stocking our products[2]. And with the trend for at-home dining and experimental cooking continuing to flourish, we’re confident the new Birds Eye Inspiration Chicken Fillets will be a real hit with shoppers. Plus, they’re super convenient and versatile for our family shoppers.”

Birds Eye will be supporting the range with meal inspiration which can be found on their website – https://www.birdseye.co.uk/recipes.

The products hold an RRP of £3* and will be rolling out to Tesco’s from the 15^th March, followed by Sainsbury’s from the 10^th May.

[1] MAT 30.01.21

[2] Kantar WPO 52 Weeks to 24.01.21