Birds Eye is getting fresh with its latest launch: a new sub-brand for its vegetable portfolio, Field Fresh. 

Joining the existing range will be sweetcorn, very fine green beans, country mix and select mixed vegetables. 

The new skus will be available in November on a two for £3 multibuy deal across all channels on the full range. A £4.5m marketing investment backs the launch including current TV advertising, sales promotion, consumer communication, POS and package redesign. 

The Field Fresh range is picked and frozen within hours to ensure maximum vitamin retention and consequent health benefits.

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