Birds Eye, the frozen food brand, is launching a ready meals range in a bid to develop its presence in the healthy eating market. Eat Positive will launch in March.
The range is aimed at consumers who want to eat nutritious healthy food but are not necessarily looking to lose weight. The four options all contain specific nutritional benefits, as well as one of the five required portions of fruit and vegetables.
The variants are Thai chicken with vegetables, which naturally lowers cholesterol, creamy fish and vegetables, a source of Omega 3, chicken penne and vegetables, which is naturally rich in antioxidants, and chicken tikka and vegetables, which contains vitamin C and folic acid. It contains no artificial flavours, colours or preservatives.
Birds Eye marketing director Ben Pearman says Eat Positive will target female consumers, aged between 25 and 45 years old, who are looking for health food, but struggling to find inspiration to feed their families.
Pearman adds that Eat Positive is a key launch for Birds Eye this year and will be supported by TV and other media. The campaign, which will be created by Abbott Mead Vickers BBDO, will continue the Good Mood Food work launched last year and will be the second execution to star Suggs, the former Madness frontman.
The launch aims to boost Birds Eye’s share of the frozen ready-meals market. The health category is currently focused on weight loss and diet management rather than natural, nutritional health benefits.