Birds Eye is set to launch a rival to Young’s Chip Shop range after striking a deal with Ranjit Boparan to manufacture a range of co-branded Harry Ramsden’s products.??
The deal will see the return of Ramsden’s products to supermarkets after years of absence. Gaining the contract was a coup for Birds Eye because in the past the Harry Ramsden’s range was made by Young’s.
??Birds Eye CEO Martin Glenn said the launch would equip Birds Eye with a range to match Young’s Chip Shop. “One of our competitors has a big brand called Chip Shop. I think this range says ‘Chip Shop’ but in a more modern and understandable way,” he said.
