Birds Eye Iglo introduces Bake Perfect Bag


Lindsey Partos, SeafoodSource contributing editor, reporting from Paris

Published on
May 10, 2009

Birds Eye Iglo is marketing a packaging innovation for freezer-to-oven seafood that it says will allay consumer concerns over cooking fish.

Developed by the FFP Packaging Solutions of Northampton, United Kingdom, the Bake Perfect Bag is part of a major product launch called Simply Bake to Perfection. Birds Eye research supports the perception that consumer fears over cooking fish is preventing UK seafood consumption from growing.

“Consumer research carried out by Birds Eye revealed that customers are often wary of cooking fish because they are not confident of cooking it safely or properly. The Bake Perfect Bag provides an important reassurance in the kitchen,” said the company.

The new packaging is made from a strip metallised PET/PET laminate for oven cooking from frozen. The consumer opens the carton to reveal the silver inner pouch. The strip laminate displays the upper surface of the fish, typically includes a swirl of flavored butter and hides the more unsightly underside of the portion. The buttered fish cooks in the pouch but retains its moisture, venting steam during the cooking process.

“The customer does not need to pierce or otherwise prepare the pack. This is important both from safety and food quality perspectives,” said FFP Packaging Solutions.

The laminate, supplied on a reel to be packed in both high-speed horizontal and vertical-form fill-seal machines, features a heat seal coating on the inner surface for quick sealing. Cooking instructions can be printed directly onto the film packaging.

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