Birds Eye preps £5.6m campaign for Steamfresh range
Birds Eye is preparing to roll out a £5.6m campaign to support the launch of its new Steamfresh vegetable range which it hopes will “revolutionise the frozen aisle”.
The range aims to capitalise on the current trend for steam cooking, and will hit shelves in September as part of Birds Eye’s ‘Food of Life’ strategy, which aims to change consumer perception of frozen food products.
Split into four categories, including natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables and pasta with vegetables, Birds Eye will bring the existing Veg Fusions and Rice Fusions ranges under the Steamfresh Read full story ›
Source: The Drum
