Birds Eye has launched its new Field Fresh Herbs range with a targeted marketing campaign, including print advertising, money off coupons, a PR campaign, as well as prominent and informative in-store POS.

The new Field Fresh Herbs range is aimed at consumers who enjoy cooking from scratch, offering them freshly frozen herbs and will launch exclusively in Sainsbury’s in October, and roll-out nationally in 2011.

Ben Pearman, marketing director for Birds Eye UK, says: “As a business, we keep very close to our consumers and consumer insight work revealed that many of consumers wanted herbs that were convenient, with a great taste, but that didn’t go off so quickly.

“Using our freezing expertise, we have developed our Field Fresh Herbs range to specifically meet these demands and we are confident that we can replicate the success that the range is already experiencing within Europe in the UK.”

Birds Eye has already successfully introduced frozen herbs in Germany, with the range being worth in excess of €50 million.