BIRDS EYE BEEFS UP ITS BURGERS
BIRDS EYE BEEFS UP ITS BURGERS As the barbecue season fires up, frozen food market leader Birds Eye is introducing a new premium 100% Beef Quarter Pounder. Delicious whether flame-grilled in the garden or pan-fried on the hob, this succulent burger is simply 100% pure, prime British beef, delicately seasoned for maximum flavour. With no artificial flavourings or preservatives, the 100% Beef Quarter Pounder also meets Birds Eye's 'Commitment to Quality' scheme, which guarantees the traceability of all its red meat products from farm gate to consumer plate. The scheme provides certification that Birds Eye's products contain only prime British beef which is under 30 months old and that they are offal-free. As consumer confidence returns to red meat, Birds Eye is dedicated to delivering finest quality products that offer optimum taste as well as ultimate convenience. When it comes to the barbecue occasion, the unpredictable British weather means consumers are more than ever seeking convenience and quality. Frozen is the perfect solution - burgers can be pulled out of the freezer on nice days and put straight onto the barbecue to cook. Sales of the new premium burger are set to soar as its development follows the separate successes of Birds Eye's Quarter Pounders and Birds Eye 100% Beef Burgers last year, both of which enjoyed market growth despite the sector being in decline overall. In addition, striking new packaging, which communicates the traceability and reinforces the real food values consumers are seeking, will ensure impact in freezers. Trading Director, Neil Jones, said: "We increased our brand share in burgers last year and are confident this premium new 100% Beef Quarter Pounder will confirm Birds Eye as the leading manufacturer of frozen burgers and help boost the sector further." -ends- Notes to Editors: 4 100% Beef Quarter Pounders: RSP £2.49 Weight: 454g For further information contact Edelman PR Worldwide: Katie Pratt 020 7344 1262 katie.pratt@edelman.com Katharine Walsh 020 7344 1514 katharine.walsh@edelman.com ------------------------------------------------------------ This information was brought to you by Waymaker http://www.waymaker.net The following files are available for download: http://www.waymaker.net/bitonline/2002/04/16/20020416BIT00410/wkr0001.doc http://www.waymaker.net/bitonline/2002/04/16/20020416BIT00410/wkr0002.pdf