With the introduction of their new Crispy Chips, Birds Eye is making its debut on the chip segment.
With its classic Original Potato Waffles being the most popular potato waffle in the UK, the brand has a strong heritage and reputation in the potato market, which the NPD will build upon. Crispy Chips, a cross between French fries and straight-cut chips, are available in grocery stores starting on July 1st and offer versatility for a wide range of tastes and occasions.
Within the Savoury Frozen category, chips account for the largest segment, constituting over two billion meal times annually. Frozen chips, a favorite among families, are eaten twice a week on average in UK households and account for 10% of total value sales in the frozen food sector. With its reputation for quality and taste, Birds Eye is the top frozen food brand in the UK, and it is in a good position to assist customers in assembling teatime bundles from its wide range of reliable items.
As part of an on-pack campaign that Birds Eye is launching in collaboration with Hasbro, a provider of family entertainment, Crispy Chips will be available in frozen aisles.
“There is no denying that UK consumers’ love of chips is only getting stronger,” said Charlotte Pask, marketing manager for Potatoes at Birds Eye. “This offers a huge opportunity for retailers, with the launch of Crispy Chips meaning that Birds Eye is continuing to offer a full meal solution to shoppers through its varied portfolio. With 94% of consumers stating that Crispy Chips meet the needs of the whole family, we are hoping to simplify the buying decision for shoppers with an affordable, high-quality chip option that everyone will love.”
Find out more at: https://www.birdseye.co.uk/