Birds Eye bowls over flexitarians with new ready meals

Veggie Bowl range

Birds Eye has launched a new range of vegetarian ready meals, with its ‘Veggie Bowl’ selection aiming to capitalise on the growth of so-called flexitarian diets.

The range of internationally-inspired modern recipes is available now in 380g packs with an RSP of £2.89.

Flavours include Moroccan Tagine with Chickpeas and Grilled Aubergine; Thai Curry with Chickpeas and Sweet Potato; Super Green Italian Risotto with Lentils and Grilled Courgette; and Asian Sweet & Sour Noodles with Edamame beans and Bamboo Shoots.

The launch is supported by a digital campaign including video-on-demand content. The campaign will target shoppers in January when the focus on healthy living is at its peak.

The four ready meals contain high levels of plant protein while being low in saturated fats, with no artificial colours, flavours or preservatives.

Each bowl contains two of a person’s daily recommended five portions of fruit or vegetables, as well as up to 19g of plant protein. The range is ready in seven minutes from frozen.

Alessandro Solazzi, Marketing Manager at Birds Eye, said: “At Birds Eye we know that shoppers are increasingly looking for more vegetable-based meals as they look for ways to reduce the amount of meat in their diet. The Veggie Bowl range has therefore been designed with simplicity in mind to give consumers exciting flavours through modern, recognisable recipes.

“We are also giving shoppers a convenient option, as the bowls come as individual portions that are ready from frozen in just seven minutes and the customer response to date has been really positive.”