Adapting to modern day demands from the kitchen

FROZEN foods brand Birds Eye has teamed up with kitchen appliances firm Tefal to highlight a range of simple and delicious mealtime recipes.
The strategic partnership aims to create a shared mission between the two brands to create ‘A Better Everyday’ for UK households by bringing together Birds Eye brands with the simple-to-use Tefal cooking appliances.
This has kicked off with a spotlight on the traditional roast dinner. The brands have used the warming meal to showcase how an ‘Aunt Bessie’s Roast Dinner’ with all the trimmings can be ready in just 70 minutes using the Tefal Easy Fry Dual XXL Air Fryer.
The two brands are set to use in-store and online point-of-sale materials to communicate this effectively with consumers, alongside social media content and giveaways to celebrate the partnership and drive awareness of the benefits of quality frozen food and air frying.
With over half of UK households now using an air fryer, according to the Good Food Nation Study 2024, the partnership highlights how Birds Eye’s extensive range of products can be cooked efficiently and quickly in Tefal’s range of appliances to offer a time-saving and more energy-efficient cooking solution, helping families to cut back on costs while still enjoying varied and tasty meals.
Claire Sutton, marketing director at Birds Eye, said: “We know that many households are facing real challenges when it comes to mealtimes, from a lack of time and rising costs, to simply not knowing what to cook and lacking inspiration.
“Frozen food offers a brilliant solution – it can be nutritious, accessible, and is easily portioned which helps reduce food waste. By teaming up with Tefal, we’re excited to show just how easy it is to enjoy the goodness of frozen food.
“Whether it’s a comforting roast or a quick midweek meal, and even a full pizza, this partnership is about making better food choices simple and achievable, and more delicious for everyone.”
Patrick Lucereau, marketing director at Tefal UK, said: “With air fryers now the UK’s third most-used appliance, it’s clear that smart cooking is becoming a staple in modern kitchens and our partnership with Birds Eye is about helping consumers unlock the full potential of their appliances.
“By using quality frozen ingredients to create meals that are quick, tasty and balanced and providing an air fryer which is matched to their unique needs, we’re making mealtimes easier and better for families across the UK.“