Birds Eye launches frozen veg & grains mix NPD to add more goodness to nation’s plates

• Birds Eye is expanding its vegetable range with new Veggie Power Veg
• 68% of consumers currently do not regularly eat five portions of fruit and veg a day
• The Veggie Power range delivers a source of protein and high amount of fibre and is suitable for vegans, tapping into the increase of plant-based and flexitarian shoppers

Birds Eye is expanding its repertoire of convenient vegetable-based options, with a brand-new range that combines vegetables and grains for a source of protein and high fibre for a light meal or side-of-plate. Debuting in March, the range will consist of ‘Hearty Broccoli & Buckwheat’, ‘Spiced Courgette & Bulgar Wheat’ and ‘Seasoned Butternut Squash & Quinoa’.  With health-conscious purchases higher than pre-covid levels for 10 consecutive months now[1], these vegetable, grains and pulses mixes meet the demand from shoppers taking a more health focused approach to mealtimes.

While over half of consumers (58%) have more interest in eating healthily than they did a decade ago, one in five still rate their diet as not healthy[2]. Ensuring maximum taste is achieve with minimal effort, the Veggie Power range offers families a quick solution to adding more goodness at mealtimes, and can be eaten as a light main meal or as a side, increasing the variety of dishes that can be created.

Jess Ali, Senior Marketing Manager at Birds Eye, said: “68% of consumers do not regularly eat five portions of fruit and veg a day[3], so there is a real need for quick, simple and tasty products that have goodness at the heart of them. With the need for convenience hitting a four year high[4], our new Veggie Power mixes offer versatility and accessibility to quality healthy ingredients, with the reassurance that frozen food can provide balanced meals. The range combines vegetables with pulses and grains, retaining the same taste, texture and nutrients that you’d expect from fresh products. They deliver a source of protein, are high in fibre and are suitable for vegans allowing for the whole family to enjoy.

“As a leading brand in frozen, we have a responsibility to help the nation eat a little more goodness each day. Vegetables and fibre are a huge part of this and something that the nation is generally lacking. With our Veggie Power range, that is full of protein and fibre, consumers can be reassured that they are receiving nutritional meals every time. The combination of our heritage in frozen food and reputation for building family meals will help reassure shoppers that they are receiving quality, tasty products.”

The Veggie Power range goes further than just supporting your health as the products are packaged in cartons that are easily recycled at home, meaning they’re kinder to the planet. You can purchase the mixes in Sainsbury’s for an RRSP of £2.29

[1] Kantar, Usage data; 12 w/e 26.12.21 vs 12 w/e 29.12.19

[2] Birds Eye Better Health Impact Report research – Censuswide study of 1,000 general consumers between 07.09.2021 – 10.09.2021. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles

[3] Birds Eye Better Health Impact Report research – Censuswide study of 1,000 general consumers between 07.09.2021 – 10.09.2021. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles

[4] Kantar, Usage data, total take home/carried out occasions, 24 w/e 26^th Dec 2021 vs 24 w/e 29^th Dec 2019)