Birds Eye has expanded its potato range with the launch of new Seasoned Potato Bites.
The new mini-sized hash browns incorporate hints of chilli and are both vegan and gluten-free.
They are a spin on Birds Eye’s already popular original Hash Brown Bites.
The frozen food brand, which is known for products including frozen fish fingers and garden peas, aims to tap into the burgeoning frozen potato segment – an area the brand claims has seen an increase of value growth of 21.2% a year.
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Birds Eye senior brand manager for potatoes Charlotte Pas, said: “At Birds Eye, we are always looking for new ways to make mealtimes and snacking occasions more exciting for shoppers.
“The bitesize potato format is already proven to be a favourite, as bestsellers within the Birds Eye Chicken Shop portfolio.
“However, our new Seasoned Potato Bites aim to go one step further by adding a flavour kick which aims to appeal to younger consumers looking for new flavour options within the segment.”
The seasoned potato bite, which are suitable for air frying, are available in Iceland, Morrisons and Farmfoods with a retail price of £2.80.
Last year, Birds Eye Birds Eye owner Nomad Foods revealed that it was increasing freezer temperatures to reduce its energy consumption, without having to reformulate its products.
