Birds Eye, the UK’s leading frozen food brand, is undertaking its biggest sampling tour to date to promote its midweek dining portfolio. The Make More Of Midweek Tour will see two supersize sampling rigs visit 320 supermarkets nationwide over the next six months to showcase product ranges including Bake to Perfection, Rice Fusions and Fish Fusions.

Created to inspire Brits to make more of their evening meals, over 800,000 product samples will be handed out at Asda, Morrsions, Sainsbury’s and Tesco – reaching an estimated 2.4 million shoppers.

Birds Eye’s midweek dining portfolio has been specifically developed to offer consumers a wide range of exciting meals that are full of flavour but without the risk or hassle of cooking from scratch.

Helen Martin, General Marketing Manager at Birds Eye, said: “It is all too easy for people to fall into a food rut when it comes to midweek dining and continually rely on old favourites out of habit and ease. Our aim is to encourage Brits to find ways to make weekday nights more varied and exciting with minimal effort – starting with dinner. It’s not about thinking too hard, or taking on too much. It’s about finding small ways to try something new, to make evenings a little more interesting.”

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