Frozen alternatives to fresh fruit and vegetables are enjoying a resurgence in the convenience sector, according to Birds Eye.
The Good Mood Food campaign, launched by the national supplier of frozen foods last year, has helped to boost sales.
Marcus Head, business development executive for operations, told FPJ: “We have been very much focusing on the concept of the family meal, and frozen vegetables are an important part of that, making up some 15-10 per cent of our business.
“Price-marking packs has enabled us to drive the range forward,” he added.
The Birds Eye vegetable lines include traditional frozen garden peas and petit pois, as well as broccoli, sweetcorn and green beans, all launched last year in a range of pack sizes.
Vegetable mixes, made up of 340g of cauliflower, peas and carrots, have recently been reintroduced with an 89p price point, in order to drive sales.
A wider range of frozen fresh produce products is expected to be unveiled in time for Christmas.
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