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Getting all buttered up.

Birds Eye is hot on the heels of Heinz's WeightWatchers flavoured mashed potato launches (The Grocer October 15, 2005, p74) with two of its own frozen variants--Classic and Dijon mustard.

The products, which have an rsp of 1.39 [pounds sterling] for 650g, respond to consumer trends for quality and convenience, according to Unilever Ice Cream & Frozen Food.

Cooked from frozen in three minutes, it said the potato and butter formulation meant they tasted as good as if they were made at home.

It also claimed that Dijon was the first mash of its kind on the market

"Consumers are currently being driven by a more health-conscious attitude, which is resulting in growth in frozen mashed potato products," said Rob Owen, Birds Eye category manager.

"We have identified an opportunity to capitalise on this growth by launching a premium branded mashed potato product into the sector."
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Title Annotation:Marketing: PROMOTIONS-PRODUCTS-PACKS; Heinz's WeightWatchers
Article Type:Brief Article
Geographic Code:4EUUK
Date:Oct 22, 2005
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