Permira's Birds Eye brand has launched a Creamy Fish & Vegetables ready meal, which flags up its omega-3 content on-pack, as part of a new Eat Positive range.
The selection of light meals was developed in response to consumer demand for healthier offerings, claims Birds Eye.
The range comprises four meals which are all nutritionally balanced, a natural source of vitamins and make up at least one of the recommended five fruit or vegetables a day. Each meal also has a natural health benefit, stated on pack, such as 'a natural source of omega-3', 'naturally helps lower your cholesterol' and 'naturally rich in antioxidants'.
Phil Balderamos, marketing manager at Birds Eye, says: "Ready meals account for 1.6bn meal occasions and with consumers more time pressured than ever, this sector remains hugely relevant.
"The key to driving growth is introducing real innovation to reflect changing consumer needs as well as offering great quality classic recipes and not just replicating existing lines.
"Eat Positive reflects current consumer trends by delivering against the big three needs: taste, health and enjoyment in a convenient way. It will add value through its high quality offering, while the £2M communications campaign will create interest and drive footfall in store."
The dishes are packaged in a semi-transparent dual compartment steamed tray and take around eight minutes to cook in the microwave from frozen. Meals are available in 400g packs, priced at £2.29 each.
Contact: Permira; Tel: 020 7632 1000