Birds Eye, a UK frozen food company, has launched Crispy Wedges, the latest introduction in their potato range.
Following the success of its Crispy Chips launched last year, the wedges are set to serve the increasing need for family meal solutions.
Crispy Wedges have been specially developed to be skin-off and unspiced, giving consumers the freedom to season them as desired.
They are gluten-free, adding to their attractiveness to consumers who value health. They are also air-fryer compatible and ready in just ten minutes.
The debut arrives at a period when the potato category is experiencing strong growth, with wedges up 2% in value, equating to an extra £826,000 of sales year-on-year.
Market data shows that wedges are now being included in 7 million more meals than last year, signaling strong consumer demand for this format.
Birds Eye Crispy Chips has already established a challenger brand in the marketplace. £11.8 million and the second largest frozen chip brand upon its launch in July 2024. Birds Eye Crispy Wedges will deploy and take ownership of this momentum, further firming Birds Eye's positioning in the lucrative frozen foods market.
The frozen food industry will increase at a 5.3% CAGR during the period from the year 2025-2032, as per Coherent Market Insights. USD 314.55 Bn in 2025 will be around USD 451.83 Bn in 2032. Increasing incomes and hectic lifestyles are driving the market value.
From August 25, Crispy Wedges will be sold at Iceland stores, and later, from September 8, through a rollout at Tesco at a recommended retail price of £2.50.
Broader distribution is to follow in September with the goal of reaching even more consumers across different retail channels.
Birds Eye, part of Nomad Foods, continues to highlight its dedication to bringing affordable, healthy, and tasty frozen food choices.
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Birds Eye