Birds Eye: Adding millions of portions of veg onto the nation’s plates, through the goodness of frozen

In 2024, Birds Eye launched a range of healthy, veg-rich frozen Steamfresh prepared meals, with each recipe delivering 1 or 2 of a consumer’s 5-A-Day and 6.4- 9.6g fibre in each portion. Since launch, the taste, convenience and veg-content has been especially appreciated by consumers, as well as how easy it is for them to prepare via the nutrient-retaining microwave steaming cooking method. Across their first 9 months on the market alone, these new Steamfresh meals added more than 3.5 million additional portions of veg onto the nation’s plates and have attracted over half a million new consumers into the Birds Eye Steamfresh Veg range.