Birds Eye is extending its UK frozen potato portfolio with Crispy Wedges, a skin-off, un-spiced and gluten-free format positioned for consumers who prefer to season at home. The launch follows the brand’s 2024 entry into chips with Crispy Chips.

The wedges are slated to reach Iceland stores from 25 August 2025, with wider roll-out planned later in the month.

The move builds on momentum from Birds Eye’s chips line. According to The Grocer, citing NIQ, the Birds Eye Chips range is worth £11.8m and has become the second-largest frozen chip brand since its July 2024 debut. The same report points to renewed interest in wedges specifically, with the sub-category up 2% in value (+£826k) and featuring in seven million more meal occasions than a year earlier.