Simplot launches new Birds Eye brand ‘steamfresh’ vegetables and cheese sauce

Posted by AFN Staff Writers on 16th April 2014
Simplot launches new Birds Eye brand ‘steamfresh’ vegetables and cheese sauce

Food manufacturer Simplot Australia has launched a new Birds Eye SteamFresh Vegetables and Cheese Sauce range in Australia.

The Company said the latest offering from the Birds Eye brand was targeted at those with busy lifestyles, particularly consumers who were looking to add more vegetables into their diet in a quick and easy way.

“This range is perfect for consumers who are constantly on-the-go and looking for simple, tasty and nutritious meal ideas,” said Kelly Wilson, Brand Manager Frozen Vegetables Retail/Food Service at Simplot Australia. “SteamFresh Vegetables and Cheese Sauce is the perfect partner to just about every meal,” she said.

Simplot Australia said the range is “a first” in the steam vegetable market, and present consumers with a fast steam-cooked side-of-plate solution, portion controlled into individual serves. Featuring both a Cauliflower and Trio Veg Mix (Broccoli, Cauliflower and Carrots) option, the SteamFresh Vegetables and Cheese Sauce range can be heated and ready to serve in three and a half minutes.

“We are really confident that the Birds Eye SteamFresh Vegetables and Cheese Sauce range will appeal to smaller households, with around 60 per cent of steam vegetable products already purchased by one to two people households,” said Ms Wilson.

“Delivering strongly on the convenience, quality and control aspects that cooking in a steam pouch provides, we know consumers will enjoy recreating a favourite and tradition veggie side dish with no fuss,” Ms Wilson said.

While the range is tapping into a new ‘comfort food’ territory for the brand, Simplot Australia said the product will continue to deliver on Birds Eye’s ‘nothing added’ value that has seen it become a market leader in frozen food. The Company said the product range has “no artificial colours, flavours or preservatives”.

“Our research showed that adding flavour such as a cheese sauce to vegetables was a great way to reduce barriers to eating more vegetables, and with our portion-controlled 200g servings, we hope consumers will be just as excited by the variety and ease of the new range as we are,” Ms Wilson said.

The new Birds Eye SteamFresh Vegetables and Cheese Sauce range is available now in Coles supermarkets and independent stores, for RRP $3.99 for two individual steam pouches, and will be available in Woolworths supermarkets from 28 April 2014.