Birds Eye has launched a range of products under the Steakhouse brand.
The range includes Smokey BBQ Beef Quarter Pounders, Mexican Chilli Bean Burgers Tennessee style BBQ Ribs, Sticky Chinatown Chicken Wings and Kickin’ Chicken Burgers and Lamb Mint Kofta Kebabs.
According to Birds Eye, this taps into the American style casual dining, with 25% of people questioned recently saying they would now spend less on eating out.
Matt Richards, brand manager at Birds Eye, said: “Given the current economic climate we believe this is a key opportunity for retailers to trade people in from out of home. We know our consumers love going to places like Harvester, TGI Friday’s and Nandos where it’s all about the flavour and sense of occasion. And with Steakhouse, they will be able to have this at home – straight from the freezer.”
The launch will be supported by a pound;1.5m media campaign, including TV, outdoor, print, online and PR.
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