Birds Eye has introduced a new frozen mashed potato range available in Classic and Dijon Mustard flavours.
Rob Owen, Birds Eye category manager at Unilever ICF, said: “Consumers are currently being driven by a more health conscious attitude, which has resulted in a 32.5% growth in frozen mashed potato products. We have identified an opportunity to capitalise on this growth by launching a premium branded mashed potato product into the sector.
“Birds Eye Mashed Potato is available at a value for money price point. It delivers convenience and quality, with a delicious, traditional recipe.”
Eye-catching packaging is intended to differentiate it from its competitive set and to have strong standout in the freezer cabinet.
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