The company, which sells frozen food under the Birds Eye brand in the United Kingdom and Iglo in the rest of Europe, is hoping its Fish, Chips and Peas Dinner line will provide consumers with an alternative meal solution within the £134 million (€154 million/$193 million) traditional dinner market segment, currently the single biggest sector within frozen ready meals.
“We know that a massive 80 percent of our consumers already buy into the traditional sector and with fish and chips’ position square in the heartland of British take away meals, we are positive this launch will be extremely successful,” said Daniel Wheeler, senior brand manager at Birds Eye.
“Our
