Birds Eye launches Eat Positive ready meal range

Available from March, the range will benefit from a total £20 million spend on the Birds Eye brand in 2008.

Eat Positive is a positively healthy range of light meals which respond to current health and enjoyment trends. Offering great tasting, yet substantial portion size, Eat Positive leverages Birds Eye's strong equity in vegetables and is made with only the best quality ingredients.

The range comprises four meals which are all nutritionally balanced, a natural source of vitamins and make up at least one of the recommended 5-a-day. Each meal also has a natural health benefit, stated on pack, such as 'a natural source of Omega 3', 'naturally helps lower your cholesterol' and 'naturally rich in antioxidants'.

Phil Balderamos, Marketing Manager at Birds Eye says: “Ready meals account for 1.6 billion meal occasions and with consumers more time pressured than ever, this sector remains hugely relevant.

“Prepared meals offer not only convenience but also great taste. The key to driving growth is introducing real innovation to reflect changing consumer needs as well as offering great quality classic recipes and not just replicating existing lines.

“Eat Positive perfectly reflects consumer trends by delivering against the big 3 needs: taste, health & enjoyment in a convenient way. It will add value through its high quality offering, whilst the £2m communications campaign will create interest and drive footfall in store.”

Birds Eye Eat Positive is in a semi-transparent dual compartment steamed tray & takes 8-9 minutes to cook in the microwave from frozen. It is available in the following 400g packs, priced at £2.29 each:

• Chicken Penne & Vegetables (naturally rich in antioxidants & 2 of your 5 a day)
• Chicken Tikka & Vegetables (natural source of vitamin c & folic acid & 2 of your 5 a day)
• Thai Chicken & vegetables (naturally helps lower your cholesterol & 1 of your 5 a day)
• Creamy Fish & Vegetables (natural source of Omega 3 & 1 of your 5 a day)