Mar 11th, 2026
5 mins
- Birds Eye’s is expanding its Steamfresh™ range with four new products – Korean Style Noodles, Malaysian Laksa Style Noodles, Asian Rice and Mexican Rice.
- The launch plays directly into category growth, with Steamfresh™ Meals delivering year on year value growth.1
- Designed for today’s health driven, time poor consumer, each meal offers at least one of your five a day, is non-HFSS, and is ready in minutes.
Birds Eye is expanding its Steamfresh™ range with four new globally inspired products: Korean Style Noodles, Malaysian Laksa Style Noodles, Asian Rice and Mexican Rice. The launch brings bolder flavours and nutritious options to the frozen aisle at a time when consumers are actively seeking convenient meals that don’t sacrifice health or taste.
Data shows just how strongly this demand is shaping behaviour. UK households are preparing 612 million fewer meals from scratch than before lockdown,2 highlighting a shift towards convenient shortcuts that still meet rising health expectations. At the same time, while 66% of shoppers are actively making choices to improve their health,3 as a nation, we have eaten 1.3billion fewer servings of fruit and vegetables compared to 2024.
This tension between nutrition and convenience is where frozen food is winning. Over two thirds of consumers say that frozen food makes trying new cuisines easy,5 with world cuisine occasions, particularly Pan-Asian (+23%), growing rapidly in the in-home occasion space.
Birds Eye’s new Steamfresh™ products sit directly at this intersection of great taste, heath, and ease. Each new product delivers at least one of your five a day, all are non-HFSS, and use Birds Eye’s microwave steaming technology to help retain nutrients and deliver consistent results, every time. Designed to flex around real mealtimes, the range includes sides as well as standalone main meal options, which themselves can be served as a quick, flavour-packed side alongside fresh proteins or other dishes.
Birds Eye’s wider Steamfresh™ portfolio continues to show strong performance, with the range up +10.7% in value year on year, and driving a 15.5% increase in penetration year on year.
Claire Sutton, Marketing Director at Birds Eye, commented, Frozen is undergoing a real step change with shoppers wanting food that is healthy, great tasting and genuinely convenient. We’re seeing this reflected in the strong growth in steaming occasions and continued momentum in our Steamfresh™ Meals range.
These new products strengthen our offer by pairing global flavours with steamed vegetables and perfectly cooked rice or noodles to help deliver meals that are nutritious, delicious and ready in minutes. They help make the frozen aisle more relevant for midweek meal choices and, by strengthening a portfolio that is already outperforming the category, they give retailers a clear opportunity to drive further growth.”
Steamfresh™ Korean Style Noodles and Asian Rice will launch in Tesco from the 9th of March, the Malaysian Laksa Style Noodles and Mexican Rice to follow in ASDA, Sainsbury’s, Morrisons and Iceland.
