Birds Eye is hoping to land some profits with its Catch Fresh range of frozen prawns. The three products King Prawns, Emperor King Prawns and Crispy King Prawns carry the ‘peeled to frozen in two-and- a-half-hours’ promise and are available now. Birds Eye says that the introduction promises to shake up the seafood category. The launch will be backed by a £3m media investment including TV advertising this month, plus direct mail, PR, online and in-store activity. The company says that the product responds to research it commissioned which pointed to freshness being one of the most important factors for consumers in this area.

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