Forecourt Trader - 30 years at the heart of the fuel retailing community

Birds Eye adds rice

03 June, 2011
Page 58 

New Birds Eye Rice Fusions combines vegetables with fluffy, steamed rice. There are four varieties: Mediterranean vegetables; egg fried rice with peas; pilau with peas & spinach; and country mushroom. Each contains no artificial colours, flavours or preservatives. The rice cooks in the microwave in three minutes.

The new range is supported by a £3.5m spend which includes TV, online and outdoor advertising as well as promotions and sampling.

It comes in packs of two, with a recommended retail price of £1.79.

Birds Eye brand manager, Matthew Blackmore, believes Rice Fusions will offer a "perfect alternative" within the 'convenient rice' category, which he says lacks any real choice.

020 8918 3200

www.birdseyeindependentretail.com





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