- Birds Eye is building on the success of its Chips range with new Crispy Wedges.
- The new format is uniquely skin-off and un-spiced, meaning it can be enjoyed by the whole family and seasoned according to everyone’s tastes.
- This new launch aims to attract younger families to help provide more variety at mealtimes.
Birds Eye is expanding its potatoes range with the launch of Birds Eye Crispy Wedges, following on from the successful launch of Birds Eye Crispy Chips in 2024. The Crispy Wedges are uniquely skin-off and un-spiced so they can be enjoyed by the whole family and seasoned according to taste. The wedges are deliciously crispy and gluten-free too, helping to provide more variety at family mealtimes by adding another option for those looking for a full meal solution from Birds Eye’s diverse portfolio.
The Birds Eye Chips range is already worth £11.8 million[1] having launched in July last year, quickly becoming the second largest frozen chip brand in the market. The launch of Crispy Wedges is set to build on that momentum, tapping into strong consumer demand for wedges – a category which has seen +2% (+£826k) 1 value growth as consumers enjoy wedges on 7 million more meals than they did a year ago.
Birds Eye Crispy Wedges are available in Iceland from the 25th of August and Tesco from the 8 th of September at £2.50 MRSP, before rolling out more widely later in September.
1 Nielsen Total Coverage 52 w.e 20/06/25
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