Five minutes to perfection’ from Birds Eye

Birds Eye is enhancing its best-selling Bake to Perfection range with a new ‘dual cook’ format and the launch of two new variants, single packs and a brand new pack design.

In a brand first, an innovative new ‘Bake Perfect Bag’ will allow consumers to cook Bake to Perfection products in under five minutes in the microwave or oven. This new ‘dual cook’ dimension has been carefully developed to guarantee the same perfect results both from baking in the oven or cooking in the microwave, says the company.

Since its  launch in 2009, the Bake to Perfection range has delivered £60m in retail sales value with consumers increasingly purchasing the range with more and more frequency.

Birds Eye Senior Brand Manager, Johnny Corbett, commented: “Since launch, Bake to Perfection has been really well received and we are excited to announce the next steps in the journey for the range. The new ‘dual cook’ format meets evolving consumer needs for more convenience and has been carefully developed to ensure the same great tasting, quality fish whether they cook in the microwave or oven bake. We have every confidence ‘dual cook’ will be a hit with both existing and new shoppers and a strong supporting campaign next year will ensure continued awareness.”

Birds Eye is also launching two new Bake to Perfection flavours as well as bringing a new species of fish to the range. Winter Warming Hake Fillets with a Cheese & Leek Sauce and delicious Wild Pink Salmon Fillets with a Sweet Chilli & Ginger Sauce will be available from next month, with additional flavours to follow throughout next year.

Additionally, the first ever single portion packs of Bake to Perfection flavours including Cod Fillets with an Olive Oil, Rosemary and Tomato Sauce and Wild Pink Salmon Fillets with a Lemon & Herb Sauce will be unveiled.

A new pack design across the range will see increased stand out at shelf in store and further facilitate shopper navigation as the range grows and the Bake to Perfection launches will be supported by a large scale, fully integrated communications campaign in 2013.

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