Birds Eye launches foodservice operation

Captain Birdseye has the pub trade firmly in his ship's sights - the iconic frozen food brand has launched a foodservice arm.

The company believes products such as fish fingers, burgers, chicken dippers and frozen peas and soya beans will have a strong appeal to pubs looking to combine value for money with product quality.

As well as familiar product lines from its retail portfolio, Birds Eye Foodservice also plans specialist products for the catering sector. Four varieties of vegetables, intended for steaming, are part of the initial range.

In the New Year, the company plans to launch an expanded range of battered fish and adult meal solutions.

Birds Eye Foodservice has already secured a menu listing for a frozen vegetable product with a major managed pub group. Along with pubs and restaurants, the education and leisure sectors are seen as important markets for the brand.

The familiar Captain Birdseye character moves into the foodservice market with the Captain's Nutrition Mission, stressing the nutritional benefits of frozen food. Support for pubs such as banded children's colouring sheets featuring the Captain are planned.

Pub-friendly recipe ideas including an iconic fish finger sandwich have also been developed, available through the www.birdseyefoodservice.com website.

Peter Lack, company development chef, said: "All our products can be cooked from frozen, making them must-have ingredients for any kitchen.

"Caterers simply store and use the products as required - delivering genuine cost-efficiencies in portion control. This is especially useful for children's menus, where demand can't always be predicted."

Birds Eyes is the fifth largest brand in UK retail. The company was owned by Unilever until 2006, when it was acquired by venture capital group Permira.