Healthy next gen frozen meals contributing to 5-a-Day
06 June 2024
Across 2023, Birds Eye R&D Veg development experts developed a range of next generation healthy, veg-rich frozen prepared meals - a unique proposition that provides positive nutrition in a tasty, convenient and modern format. The final range delivers 1 or 2 of a consumer’s 5-a-Day in each portion, as well as 6.4-9.6g fibre per portion, and is cooked by nutrient-retaining microwave steaming.
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The biggest challenge of this project was space limitations in the frozen veg merchandising fixture. We overcame this by re-orientating packs in our entire existing Steamfresh range from landscape to portrait, at significant business investment. This has had the additional benefit of maximising healthy veg products within the overall-very-limited frozen retail fixture. A key learning here is that taking ‘ready meals’ out of the traditional ready meal fixture can stimulate innovation that promotes positive dietary habits.
This new range launched in March 2024, with listings confirmed across all the major UK supermarkets. The launch was supported by media and shopper marketing campaigns to drive penetration, and this supports Birds Eye’s ambition to put advertising spend behind non-HFSS products and specifically veg to drive consumption. Consumer communications will focus on taste and eating experience, to help consumers to fall in love with veg based on positive, superior and guaranteed product experience delivery.
This project positively benefits the wider Nomad Foods group, providing best-in-class products which can be rolled out to other markets, helping the wider European community eat and love their veg in a delicious and convenient way.