Birds Eye has added new Sweet Potato Waffles to its range, which are gluten-free, vegan, and count as one of consumers’ five-a-day.

The new variety is designed to bring new consumers to the category and increase basket spend, especially targeted at those shoppers looking for alternatives that are perceived as being healthier for them.

Pete Johnson, general marketing manager at Birds Eye, said: “Birds Eye’s Sweet Potato Waffles give shoppers a new option at teatime, and allow retailers to harness the love for waffles and sweet potato by offering a product from a recognised brand.”

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