Birds Eye has announced the launch of a new breakfast range, called Hello Morning!

The range marks Birds Eye’s first entry into the breakfast category. It consists of toaster-ready waffles (in classic and cinnamon flavours) and pancakes (in classic and chocolate chip), as well as oven-baked filled croissants (plain and chocolate), all at an RRP of £1.79.

The range will be available from 14 March at all major multiples.

Immediately frozen to keep the freshness, and cooked straight from the freezer in under five minutes, the range is being promoted as “ideal for any morning of the week”. It is aimed at offering families a breakfast alternative to toast and cereal.

Marketing campaign

To support the new range, Birds Eye is launching a £3m marketing campaign including TV, video on demand, digital advertising and in-store. The campaign, which launches in May, sees the revival of Birds Eye’s Waffly Versatile jingle, which rose to popularity in the 1980s.