BIRDS EYE SAYS ‘HELLO MORNING!’ WITH NEW FROZEN BREAKFAST RANGE AND £3M SUPPORT PLAN

– NEW range of frozen breakfasts, including waffles, pancakes and croissants –

Leading frozen food brand, Birds Eye, has announced the launch of a NEW breakfast range – Hello Morning! Available at the end of February 2016, Hello Morning! marks Birds Eye’s first entry into the breakfast category, offering the same quality, aroma and taste as freshly-baked goods.

The range consists of toaster-ready Waffles (Classic and Cinnamon) and Pancakes (Classic and Chocolate Chip), as well as oven-baked filled Croissants (Chocolate), catering to an array of discerning tastes. Immediately frozen to keep the freshness inside and simply cooked straight from the freezer in under five minutes, the range is ideal for any morning of the week and is aimed at providing families with an alternative to the regular choice of toast and cereal, which currently make up 87% of morning occasions[1].

To support the new range, Birds Eye is launching a £3m marketing campaign including TV, VOD, digital advertising and in-store.

The campaign, which launches in May 2016, sees the revival of Birds Eye’s jaunty, instantly-recognisable Waffly Versatile jingle, which rose to popularity in the 1980s when the brand launched Potato Waffles. Rejuvenated for the hero line of toastable waffles, the jingle highlights the numerous taste possibilities Hello Morning! has to offer and provides Brits with fun and exciting alternatives to the everyday toast and cereal.

Birds Eye UK Marketing Director, Steve Chantry, comments: “Breakfast is the most important meal of the day, yet the one we give the least amount of time and thought to. What better way to make people excited about our Hello Morning! Range than by bringing back our iconic Waffly Versatile advertising, revamped for a new & exciting class of waffle! Our breakfast range is just as versatile as potato waffles have proven to be over 35 years, and we hope they’ll be successful in delighting the tastebuds of just as many Brits.

“We know that breakfast makes up more than one in five of all meal occasions, yet frozen plays a role in only 1%. As the leading frozen food brand, there is a huge opportunity for Birds Eye to drive interest in the category and disrupt the traditional and boring routine of cereal or toast. We anticipate that by the end of the year, we will add £9m to the frozen breakfast occasion.”

Birds Eye’s new Hello Morning! breakfast range will be available from 14th March with a RRP of £1.79 and will be available from Asda, Morrisons, Sainsbury’s, Tesco (including Tesco Express), Iceland and Ocado. Live at launch, the new range will also feature a ‘Try Me Free’ message across 1.6 million packs to drive consumer trial.