19 Jun 2007


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Birds Eye unveils new-look packaging

Source : Birds Eye
The UK's leading frozen food brand, Birds Eye, is relaunching its entire product portfolio across its frozen fish, poultry, vegetables, meat, ready meals and bakery ranges with a fresh new look.

The relaunch is supported as part of Birds Eye’s total £25m investment in marketing in 2007 alone.

The £4.5bn Frozen Food market has returned to growth for the first time in several years, up over 3% year-to-date IRI 52wk end 21st Apr 2007. This relaunch has been designed to continue consumers’ reappraisal of the category.

The aim of this comprehensive makeover is to properly communicate the taste and freshness of Birds Eye’s offerings and also make it quicker and easier for consumers to shop the fixture.

With different natural landscapes that are relevant to each category and appetising product shots the updated pack imagery will now mirror the quality of the product inside.

Birds Eye is committed to only using natural ingredients in its food and abides by the principle of using ingredients that you would find in your kitchen cupboard. This responds to consumer demand and is fundamental to the recovery of the market.

Caroline Drummond, Birds Eye Marketing Manager Communications, says: “This relaunch is the next step towards achieving our aim of reigniting the Frozen Food market. There is increasing awareness and acceptance that Frozen Food is in many cases fresher than chilled food, however there is still work to be done.

“Birds Eye is the only major cross-category brand in frozen and it is our responsibility to continue to drive the recovery that we are currently witnessing.”

Birds Eye has led the way in changing consumers’ perceptions through its ‘Truth’ national advertising campaign which continues with heavyweight support in 2007.

The latest advertising campaign is fronted by The Times food critic, Giles Coren, and sees him extolling the virtues of Frozen Food. Thanks to Birds Eye the category is fast becoming known amongst consumers as modern, nutritious, free from additives and made from fresh, natural ingredients.

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