May 27th, 2022
5 mins

To demonstrate how frozen food can support shoppers and consumers during the current cost of living crisis, Birds Eye has launched an Asda-exclusive competition that gives shoppers the chance to win £20,000 worth of prizes to help pay their bills. Running until the 14th June, the campaign will highlight the benefits of frozen food during these challenging times, which can also help to reduce household grocery bills.

The cost of living has had a drastic impact on consumers, with shopper research data showing that the average UK monthly salary is less than the average household expenses each month (1). Frozen food has always played an important role in helping shoppers get more for their money, offering consumers longer shelf-life and greater portion control which helps reduce food waste and therefore allowing budgets to stretch further. In fact, when swapping like for like fresh and frozen products, shoppers can make a saving of almost 25% on average, while receiving up to 50% more for the same price (2).

As the brand leader in the frozen category (3), Birds Eye is proud to support families through the inherent benefits of its frozen offering. The competition with Asda will help to reinforce the value of the category, while offering extra help for those shoppers who could benefit from support with their household bills.

Louise Collier, Category Development Director at Birds Eye, said “Frozen food has an important role to play during these challenging times. With the cost of living rising steeply, we’re all too aware that many shoppers find it difficult to pay for their weekly household bills, and so are looking for both support and ways they can save money. Despite this, there is still a misconception that frozen food is of lower quality than fresh food, when in fact it is just as nutritious and offers many cost-saving benefits. As well as helping shoppers get more for their money due to its longer shelf life, frozen food also helps to reduce food waste and help shoppers’ money go further thanks to how it can be portioned so that only what’s needed is cooked.”

“With all the inherent benefits of frozen food there’s a natural connection between the Birds Eye portfolio and helping shopper’s money stretch that little further. This competition underlines the “Food For All” pillar of our company purpose which strives to ensure that everyone can enjoy great mealtimes every day. With over £20,000 worth of prizes, this competition goes one step further in ensuring shopper’s feel supported at this challenging time.”

The competition will run with a Text to Win mechanic, with all entrants required to have proof of purchase of a Birds Eye product in an Asda store.


1 – 30th March 2021
2 Based on base online prices on 6.5.22 comparing 6 of Frozen bestselling lines to equivalent lines across the rest of the store, average across
3 Nielsen ScanTrack, total coverage, total frozen defined, L52wk w/e 23rd April 2022.


Dec 9th, 2021
2 mins

Fareshare and Frozen

Nov 1st, 2021
3 mins

Lumina Intelligence give cautious optimism with menu counts increasing season-on-season in the latest BFFF industry webinar

Oct 28th, 2021
1 min

Butterflies in a Hurricane: Navigating Turbulence in Wholesale Energy Markets - BFFF exclusive

Sep 22nd, 2021
1 min


Sep 16th, 2021
1 min


Aug 19th, 2021
1 min

The Future of Imports Recording

Jul 22nd, 2021
1 min

Integrating Social Value into your business recording