Named Catch Fresh, the new line will be launched with the backing of a £3 million (€3.5 million/$4.8 million) media investment “to drive trial and bring in new consumers,” Birds Eye said.
“This will include high profile TV advertising, direct mail, PR, online and in-store activity.”
The line will consist of three products: King Prawns, Emperor King Prawns and Crispy King Prawns.
These will be available across the United Kingdom from mid-March, Birds Eye said.
The group hopes the launch will help “shake up” seafood consumption.
“Seafood
