Iglo Group's Birds Eye is targeting the adult market with the launch of a new frozen fish cake range.
The new fish cakes are part of a revamp of the company's adult dining offering and are designed to provide a "midweek meal solution" according to the frozen food manufacturer.
According to Birds Eye, the new products 'offer innovative and exciting midweek meal solutions for Brits who are currently, on average, eating just six different meals per fortnight'.
'The introduction of Veg Fusions and Melt-in-the-Middle Fish Cakes presents a variety of meal choices to adult diners looking for a quick and easy meal without sacrificing on flavour and quality'.
The fish cakes are available in two variants: Cod, Tomato & Herb; and Haddock & Creamy Cheese.
"The addition of Veg Fusions and Melt in the Middle Fish Cakes to our adult dining portfolio is an exciting development for Birds Eye," said general marketing manager Helen Martin. "With these new ranges Birds Eye aims to revolutionise mealtimes, making it easier to enjoy delicious dinners during the week."
Alongside the fish cake launch, Birds Eye has added to its steam veg line with the launch of Veg Fusions - a pyramid bag of green vegetables with a hint of garlic and herbs.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
