Birds Eye is expanding its frozen food lineup with seven new products across its Captain’s Discoveries and Chicken Shop ranges, aiming to provide more options to younger consumers. Highlights include Battered Lemon & Parsley Prawns and Classic Breaded Prawns, both of which are ASC-certified to ensure sustainable sourcing. The brand aims to bring excitement to the UK’s £297 million frozen seafood market and attract younger consumers.
The Chicken Shop range also grows with Spicy Korean Tenders, Texas BBQ Chicken Fries, Nacho Jalapeno Chicken Fries, Sweet Chilli Tenders, and Crispy Seasoned Fries, catering to the popular “fakeaway” trend by offering affordable, at-home versions of takeaway favorites.
All new Birds Eye products will be available nationwide starting in September 2025.
Image Credit: Birds Eye
What's Driving This Trend
- Fakeaway-at-home
- The rise of affordable and convenient at-home versions of takeaway favorites revolutionizes the dining experience for budget-conscious consumers.
- Sustainably-sourced Seafood
- Consumers' growing preference for sustainably-sourced seafood stimulates demand for eco-friendly certifications like ASC, which influence purchasing decisions.
- Cultural Flavor Exploration
- The popularity of international and diverse flavor profiles, such as Spicy Korean and Texas BBQ, highlights a shifting consumer palate seeking global culinary experiences.
Who This Affects Most
- Frozen Food
- The expansion of the frozen food market presents an opportunity for innovation in quick and easy meal options that do not compromise on taste or quality.
- Sustainable Seafood
- The sustainable seafood industry benefits from increased transparency and certification practices that reassure consumers about the environmental impact of their purchases.
- Quick-service Restaurants Alternatives
- Emerging products mimicking fast-food offerings challenge traditional quick-service models by delivering convenience without the dining out cost.
