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