Despite confirming last month that it is considering selling its frozen food division, Unilever is still pumping money into new product development and is hoping to cash in on mashed potato - the £441m frozen potato market’s fastest growing sector.
Birds Eye Mashed Potato is available in Classic and Dijon mustard flavours and is targeted at the convenience market, taking just three minutes to cook in the microwave.
It is available at a “value for money price point”, says Birds Eye category manager Rob Owen.