As well as the excitement and memories to be made at this special time of year, the anticipation of the back-to-school routine also brings its own challenges. New research conducted by Birds Eye reveals over a third of parents (38%) feel anxious in the lead up to the back-to-school period in September while a quarter admit to feeling generally stressed at this time of year.

The survey reveals how a significant number of parents (92%) have struggled when it comes to getting their children ready for going back to school. Nearly half of those who took the survey (43%) have had sleepless nights worrying about their children going back to school, and it appears planning or making meals is a big reason why these parents are being kept awake at night.

In fact, nearly a quarter (22%) stated they would love to receive food and cooking support to help make the back-to-school period easier and give them one less thing to think about.

Birds Eye aimed to do just that this September – by reassuring parents on the ‘power of frozen’ and the quality, convenience and tastiness that Birds Eye has brought to teatimes around the country for generations, by embarking on its first-ever “Freezer Fillers UK Tour”.

The brand visited three locations in the UK in their Birds Eye branded ice-cream-style van, providing free Birds Eye frozen food bundles to the public. The Family-size Freezer Filler bundle will comprise some of the nation’s favourite teatime products: a ‘main’ of the recipient’s choice – out of Birds Eye’s Chicken Dippers, Crispy Chicken Grills, Cod Fish Fingers or Green Cuisine Veggie Fingers, plus two sides (Birds Eye Potato Waffles and Garden Peas). As well as the free frozen food bundle, reusable cooler bags will contain money-off vouchers, meal planners, air fryer information, nutritional tips and the chance to win a ‘Tower’ Air Fryer through a social media competition.

To unveil the “Freezer Fillers UK Tour 2023”, Birds Eye partnered with down-to-earth busy parents Adam and Caroline Thomas, who understand the challenges faced during this demanding time.

“I love spending quality time with my kids during the summer holidays, but when September comes, I dread the thought of getting them ready to go back to school as there are just so many different tasks we have to get done from new uniforms, to stocking the fridge for lunchboxes and afterschool dinners” says dad of two, Adam Thomas.

The research by Birds Eye suggests parents spend over a week getting their kids ready to go back to school. Caroline Thomas, says “I know we certainly spend over a week, if not more. Midweek mealtimes are always so hectic so I’m always looking at how I can make teatimes easier for me but also as tasty as possible for the kids. Adam and I’s dinner of choice on the first day back would definitely be Birds Eye Fish Fingers but the kids love the Potato Waffles, it’s their go-to! If Elsie had her way, she’d be eating them with jam for breakfast, lunch and dinner!”

The research also shows that nearly 1 in 3 (31%) parents ranked Chicken Dippers as their children’s favourite tea-time meal, with other meals that topped the list including pizza (52%) and a roast dinner (25%). Similarly, roast dinners (36%) were also called out as a meal parents most fondly recall enjoying as a tea-time meal, with Fish Fingers (26%), Chicken Dippers (24%) and Potato Waffles (21%) also coming out on top.

Jim Shearer, Marketing Director at Birds Eye adds, “We know our food provides both convenience and peace of mind for families across the UK, and the back-to-school period is a time when parents are looking for both of these more than ever. Our ‘Free Freezer Fillers’ tour aims to remind families across the country that getting a nutritiously balanced meal on the table every evening, and which is loved by all the family, is possible – and even easy – with quality frozen food like Birds Eye.

“Our research shows that one of the highest-ranking most stressful tasks on parents’ mental to-do lists is preparing lunch, dinner or snacks (28%). By distributing frozen food bundles of our products alongside helpful information, we hope families are reminded to look to their freezers more to help them through busy midweeks.”

For those who couldn’t make it to the Freezer Fillers tour, Birds Eye is offering plenty of other ways to ease the back-to-school stress, including competitions happening across their own social channels as well as across Sainsbury’s and Morrisons stores, where parents can win over 100 prizes from an air fryer to a freezer. Additional promotions and kids’ teatime bundles filling the freezers in all major retailers. To find out more visit www.birdseye.co.uk/backtoschool.