Birds Eye launches two new potato chip ranges

  • March 6, 2013
  • Sophie Langley

Australian frozen food company Birds Eye has launched two new potato chip ranges.

The company, which is owned by food manufacturer Simplot, has launched ‘Birds Eye Deli Chips’ and ‘Birds Eye Hot Chips’.

The Deli Chips range will include two new flavour varieties: Rosemary, Garlic and Parmesan, and Garlic and Basil.

“The Birds Eye Deli Chips range is an extremely exciting product launch for us. There is currently nothing quite like it in the Australian market. This delicious range delivers on taste and convenience as customers demand quality from their freezer products,” said Tara Lordsmith, Simplot Australia General Manager.

The Hot Chips range is a reformulation of an existing one, which Birds Eye says will deliver an improved product. The range includes existing cuts, Crinkle, Straight and Steakhouse, and introduces a Shoestring cut.

“We are very proud of the quality that Hot Chips has added to the family meal. We are also thrilled that Hot Chip’s Shoestring variant has just been voted the best in the market by regular chip consumers,” said Lordsmith.

Birds Eye’s range of Hot Chips are available in 750g and Deli Chips are available in 600g. Both can be found in the supermarket freezer section.

In other developments in the frozen food category, in May 2012, Australian Food News reported that Coles had announced that it would source all of the private label frozen vegetables for its supermarkets from Australian growers, and that these would be packed by Birds Eye’s parent company, Simplot.

More recently, in February 2013, competitor McCain Foods announced that it had expanded its frozen foods range by acquiring the Kitchens of Sara Lee (KOSL) brand. Kitchens of Sara Lee is well known for manufacturing, selling and distributing a range of frozen desserts, premium ice cream, pastries, frozen savoury meals and frozen fruit categories.


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