Birds Eye is helping to boost sales of frozen foods by extending its price-marked pack range following strong demand from convenience retailers. In July, the brand’s Rice Fusions range will join the current 20-strong line-up of price-marked products. Recent research by Him has revealed that 44% of shoppers are more likely to purchase an item on impulse when it’s price marked, and a staggering 98% want to see price-marked packs in-store, whereas only 67% stock the packs in their freezers.

Mediterranean Rice Fusions and Egg Fried Rice Fusions, both with a rrp of £1.50, will join the range, which comprises Birds Eye’s 20 best- selling products.

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