1. Birds Eye is launching Crispy Chips, a versatile product to help retailers tap into the sales opportunity for frozen chips while also giving shoppers a destination brand they can buy a complete meal solution from.
2. Crispy Chips are included in a range of Birds Eye products that form part of a new partnership with Hasbro, which offers consumers the opportunity to get a free boardgame when they purchase four qualifying Birds Eye products from 1^st July – 30^th*
3. The partnership aims to help consumers make time for family activities during the summer holidays and allow retailers to drive footfall into the frozen category.

Birds Eye is venturing into the chips segment with the launch of its new Crispy Chips. The NPD will build on the brand’s strong heritage and reputation in Potatoes, with its iconic Original Potato Waffles being the most sold potato waffle in the UK[1]. Available from 1^st July in grocery, Crispy Chips are a hybrid between French Fries and straight cut chips, offering versatility that is suitable for all occasions, and tastes.

Chips are the largest segment within the Savoury Frozen category, representing over two billion meal occasions every year[2]. Loved by families in particular, frozen chips are consumed by UK households two times a week on average[3], making up 10% of all value sales within the frozen food category.[4] As the UK’s leading brand in frozen[5], Birds Eye’s quality and taste credentials mean that the brand is well placed to help consumers create teatime bundles using its entire portfolio of trusted products.

Charlotte Pask, Marketing Manager for Potatoes at Birds Eye comments: “There is no denying that UK consumers’ love of chips is only getting stronger.[6] This offers a huge opportunity for retailers, with the launch of Crispy Chips meaning that Birds Eye is continuing to offer a full meal solution to shoppers through its varied portfolio. With 94% of consumers stating that Crispy Chips meet the needs of the whole family[7], we are hoping to simplify the buying decision for shoppers with an affordable, high-quality chip option that everyone will love.”

Crispy Chips will hit frozen aisles as part of an on-pack promotion that Birds Eye is launching in partnership with family entertainment company, Hasbro. Live from 1^st July until 30^th September, the promotion will allow shoppers to receive a free Hasbro game worth up to £39 when they buy four qualifying Birds Eye products*.

Pask continues: “From recent research[8], we know that the majority of UK households recognise the importance of spending quality time together but in fact less than half the time we spend together is actually considered ‘quality’ time. With 89% of parents and guardians believing the dinner table is where important conversations and interactions happen, we want to encourage more ‘table time’ this Summer, uniting households with great food and fun games.”

The Hasbro on-pack promotion will be live from the 1^st of July until the 30^th of September and will be accompanied by a marketing campaign and tailored shopper activations across Tesco, Sainsbury’s, Morrison’s, and ASDA. Terms and conditions can be found at www.birdseye.co.uk/freegame. Birds Eye Crispy Chips will be available in Iceland and Asda from 1^st July, and Morrisons from the 8^th of July with an MRSP of £2.50**.

[1] Nielsen 52w MAT 12th May 2024

[2] Kantar, WPO Consumption Panel 52we data to 6^th May 2024

[3] Kantar, WPO Consumption Panel 52we data to 6^th May 2024

[4] Nielsen ScanTrack, Total Frozen, Value Sales, L52 w/e 18.05.24

[5] Based on NielsenIQ RMS data: Birds Eye- customise Frozen Summary excl. Frozen Sweets- MWB 52 Weeks ending 18/05/2024

[6] Nielsen IQ MAT 52W 16^th June 2024 Total Frozen Chips Value Sales and Unit Sales, +15% Value Growth YoY, +4.7% Unit growth YoY

[7] 110 consumers surveyed within a consumer research panel by SAM Research on 6th January

[8] OnePoll 1000 UK residents (June 2024)