Frozen foods maker Birds Eye has announced a multimillion-pound investment for its Inspirations brand, in an attempt to tap the adult dining market to retrieve £25.3m of value sales [Nielsen 52 w/e January 2016].
The money (said to be in eight figures) will be spent on new products, a packaging refresh and a £5.5m marketing campaign, which includes TV advertising.
Available from September, the new SKUs, include panko-crumbed fish fingers, lightly dusted lemon and herb cod fillets, and garlic & herb chicken Kievs. The range also gets a complete packaging refresh.
Birds Eye is also rebranding its stir-cook ready meals range Stir Your Senses, to demonstrate its “premium positioning” after it racked up £7.8m in its first year following an early 2015 launch [Nielsen].
The Inspirations ad campaign begins on November 1 and runs through 2017. Birds Eye says the ads are designed to appeal to shoppers who don’t have time to prepare and cook their midweek meals.
The Inspirations range is worth £48m in a category valued at £463m, according to Birds Eye.