Birds Eye steamfresh

Birds Eye brand owner Iglo Group is launching a new range called 'Steamfresh' in a bid to capitalise on the current trend for steam cooking.

The company expects the range - which includes frozen vegetables - to hit £36 million in retail sales during the first year.

The line is split into four categories: natural vegetable mixes, vegetables with herbs and spices, fragrant rice with vegetables, and pasta with vegetables.

Steamfresh will be available at the vast majority of leading UK supermarkets across the UK with an RRP of £1.79, while the launch will be supported by a £5.5m marketing budget.