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Birds Eye adds shrimp to frozen-to-oven line print

Birds Eye adds shrimp to frozen-to-oven line  image

Backed by a GBP 2 million TV advertising campaign, the British frozen fish company this week launched King Prawns in three varieties — Sweet Chili, Garlic & Herb and Thai Green Curry. The product will retail for GBP 3.99.

“Bake to Perfection continues to be a huge success for us, with the revolutionary Bake Perfect™ Bag giving consumers exactly what they want — perfect fish with zero fuss,” said Matt Richards, senior brand manager at Birds Eye.

Consumer fears over preparing and cooking fish, which is preventing UK seafood consumption from growing, prompted Birds Eye last year to bring to market its trademarked freezer-to-oven bag packaging. Developed by UK firm FFP Packaging Solutions, the innovation is made from a strip metalisized PET/PET laminate that allows for oven cooking from frozen.

“The consumer opens the carton to reveal the silver inner pouch. The strip laminate displays the upper surface of the fish,” said Birds Eye when it launched the innovation last year.

According to Birds Eye, the Bake to Perfection range has been “phenomenal success,” delivering GBP 30 million since launching last year. Richards confirmed that the company will continue to support the range through marketing: “Going forward we are committed to maintaining this [GBP 2 million] media investment into 2011, making the Bake to Perfection range a must-stock item for retailers."



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