Simplot has launched new products to its Birds Eye Steam Fresh freezer range that combine snap frozen vegetables with flavoured long grain rice.
The freezer product comes in in a single serve portion in a new pyramid-style steam bag that helps keep the rice fluffy.
The range is pitched at the convenience-seeking consumers who are keen to avoid additives. According to Simplot, the product’s flavour comes from herbs and spices rather than artificial flavours.
“The Birds Eye Steam Fresh Rice product is an exciting extension to our already successful Steam Fresh range,” Simplot Australia general manager of marketing, Tara Lordsmith, said.
“The range has already demonstrated strong sales in the UK, and we are looking forward to creating a similar opportunity for growth in frozen vegetables for the freezer.”
The two varieties are Rice with Mediterranean Vegetables and Seasoned Rice with Peas & Spinach, and these are available in 400g (2 x 200g servings) in the freezer section at Woolworths, Coles and Independent supermarkets at RRP $3.69.
