Frozen fish giant Birds Eye is investing in a £3.2m campaign to drive the relaunch and expansion of its premium Simply brand.

Simply Bake to Perfection - a selection of fish fillets or seafood with herb-infused butter sauce - is the latest addition. Products are individually wrapped in Bake Perfect bags which are oven cooked, to appeal to consumers who are keen to try fish without breadcrumbs, but lack the confidence to prepare it.

The company is also launching Simply Naked & Natural fish fillets sealed in a Catch Fresh pouch vacuum. The firm is so confident that the product will be a hit that for the first six months it is offering consumers a refund if they are not entirely satisfied. Products will be available to c-stores in April.

rrp Baked to Perfection (2 x 145g) £3.99; Naked & Natural (2 x 125g) £3.49

tel: 020 8918 3200