Saucy new angle to frozen veg for Simplot

Simplot has stepped up its mission to revitalise the frozen veg category with the launch of its Birds Eye SteamFresh Vegetables & Cheese Sauce range.

The range, which can be heated and ready to serve in just three and a half minutes, is pitched at time-poor, professional couples.

According to Simplot, the product is a first in the steamed vegetable market and includes a Cauliflower and a Trio Veg Mix (Broccoli, Cauliflower and Carrots) option.

Simplot says the range is also tapping into a new ‘comfort food’ territory for the brand.

“Our research showed that adding flavour such as a cheese sauce to vegetables was a great way to reduce barriers to eating more vegetables, and with our portion controlled 200g servings, we hope consumers will be just as excited by the variety and ease of the new range as we are,” Birds Eye's frozen vegetables brand manager, Kelly Wilson says.

According to Simplot, statistics show that 60 per cent of steam vegetables are purchased by one to two person households. The product also has no artificial colours, flavours and preservatives.

The new range is available now in Coles and Independent stores, and Woolworths stores from April 28th, at a recommended retail price of $3.99 for two individual steam pouches.