Birds Eye starts its value campaign this month, offering £1 deals across a range of products.

The company will use the banner "Make Your Pound Go Further With Birds Eye". It hopes to drive sales and put the frozen fixture at the front of the consumer’s mind by encouraging them to buy complementary products for a full meal.

Birds Eye will also continue its message about how buying frozen food can help reduce waste, and save money, through greater portion control and flexibility in meal planning, along with the fact that it has a far greater lifespan than fresh with equal nutritional benefits.

The move will be supported by a £1.2m advertising campaign.

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