Product of the Year Spotlight on… Birds Eye Crispy Chips

In the latest Spotlight from the series, Charlotte Pask, Cluster Marketing Manager at Birds Eye, reveals how the brand’s award-winning Crispy Chips rose to the top of the frozen aisle and why they resonate with families across the UK.

Tell us about your winning product and why it appeals to consumers.

It began with a simple but important insight, that ‘chips’ is the biggest segment in savoury frozen foods (worth £842m*) and, with an already strong heritage in ‘potatoes’ with our success in Potato Waffles, we set out to innovate. Crispy Chips was born out of a need to solve the real-life frustrations of modern families.

Consumers told us they struggled in the freezer aisle: from having to choose between different shapes and flavours, to navigating children’s preferences versus those of adults, as well as coping with the rising cost of living and limited freezer space at home. 

We responded with a versatile, high-quality product made to satisfy everyone, all in one bag. Our Crispy Chips are a hybrid between two popular chip types; Straight-Cut and French Fries, they deliver a signature Birds Eye flavour with the perfect texture: crispy on the outside, fluffy in the middle.

What inspired the product and how did the development process evolve?

We began with robust research, partnering with our agency to observe real families cooking at home. We wanted to understand what they loved, what frustrated them, and where the tension points lay.

While chips were sometimes seen as a ‘treat’, we realised they were also a staple, especially for families looking for something simple, satisfying, and fuss-free. A non-guilty pleasure, you could say! 

With the cost-of-living crunch and the need for convenience top of mind, we crafted Crispy Chips to be a go-to family meal component – versatile, affordable, and easy to cook straight from the freezer. The specs were uncompromising: consistent cooking, no black bits, and a delicious taste. The result? A standout chip experience that cooks evenly every time.

What trends will you be tapping into this year?

We’re doubling down on family-first appeal. As the UK’s number one brand in added-value potatoes, expansion is our next step, offering more varieties that deliver taste, format and texture that everyone in the family enjoys.

How are you preparing for HFSS regulation changes?

We’ve been very proactive in preparing for HFSS regulation changes. I’m proud to say that Crispy Chips, along with all Birds Eye branded products are HFSS-compliant. Plus, Crispy Chips are naturally gluten-free, unlike other branded and own-brand chips which only offer a specific gluten-free variant.  It’s another way we’re delivering quality and convenience without compromise.

Any new products or ranges you can share?

We have just launched NEW deliciously tasty Birds Eye Crispy Wedges. Plus, there are some exciting new products in development, but for now, my lips are sealed…

What does winning Product of the Year mean to you, and what impact do you expect?

It’s been incredible. Launching a new Chips range and winning this award has given us powerful momentum. We proudly featured the Product of the Year badge on packaging, across all marketing from Spring into Summer, and even in retail displays and our Trips with Chips campaign with Jet2 Holidays. The award builds retailer’s confidence – as it’s backed by consumer validation – and strengthens our positioning at the point of purchase. A win for everyone!

Describe Crispy Chips in three words.

Versatile. Crispy. Delicious.

*Nielsen Discover Frozen Potato data to 14th Sept 2025 RSV 52 weeks

Source: Product of the Year

  Agency, Birds Eye, Charlotte Pask, Interview, Opinion Piece, Product Of The Year