Birds Eye is eaten by 90% of all UK households.

Birds Eye Relaunches Core Range

Frozen food brand, Birds Eye, has announced the relaunch of 57 core products as part of a new brand campaign celebrating its biggest icons: Fish Fingers, Garden Peas, Chicken Dippers and Chicken Grills.

The campaign also sees the return of Captain Birds Eye in a bold new advertisement set to hit screens on Saturday 9th April.

In one of its biggest-ever brand initiatives, Birds Eye is revitalising its core product range, with product quality improvements and pack-size increases.

Birds Eye's fish fingers are made from 100 percent fish fillet and wrapped in delicious golden breadcrumbs.

“This relaunch is about Birds Eye reclaiming the Great British Tea Time and driving growth back into the frozen food category", said Steve Chantry, Birds Eye Marketing Director.  “Birds Eye is eaten by 90% of all UK households and our product quality improvements and increased pack sizes will offer our consumers even better value for money. “We are confident that this campaign will be a big hit and strengthen Birds Eye’s position as one the nation’s most loved and trusted brands", Steve Chantry added.

The campaign will also be supported by a trade-wide shopper marketing plan including front-of-store presence, gondola-end point-of-sale and promotional support.

Birds Eye’s Inspirations range.

All updated Birds Eye packaging will include ‘The Birds Eye Difference’ tick icon on front-of-pack, guaranteeing Birds Eye’s commitment to improving quality and value, made with no artificial colours, flavours or preservatives.

Launching on Saturday 9th April, a new above-the-line campaign is set to capture a Birds Eye tea time as seen through the eyes of a child and, after over a decade away from the nation’s screens, Birds Eye is bringing back Captain Birdseye in a nod to the brand’s heritage.

Haddock fillets, Inspirations range.

In addition to the new ad campaign, Birds Eye has signed a new deal with Channel 4. From 1st April, a series of ads will air daily and are set to be seen by over 70% of housewives with kids during animated sitcom, The Simpsons.

With a total investment of GBP 8 million (USD 11.3 million), the new Birds Eye campaign will run across TV, VOD, cinema, in–store, out-of-home and digital media. Birds Eye will also continue its focus on digital and social platforms.

“2016 is set to be a really exciting year for Birds Eye and we’re looking forward to taking our brand in a fresh direction with the new campaign", added Chantry.

“We know that consumers remember our products from their childhood with fondness and we believe the new ad will not only reignite their latent love for the brand, but also reassure them that Birds Eye is committed to quality and is a cut-above other brands.

“The reappearance of the Captain after so many years is also an exciting step for us and we look forward to bringing back memories for those that remember him, as well as introducing him to a brand new audience.”

Birds Eye's Coated fish range.

About Birds Eye

Birds Eye is an international brand of frozen foods such as seafood, meat and vegetables. Birds Eye is considered to be one of the founders of the modern frozen food industry and is credited with inventing a fast freezing process that preserves the quality of food. Founded by General Foods, which in 1929 bought the rights to use a fast-freezing process patented by Clarence Birdseye.

On November 2^nd 2015 Nomad Foods, the company which acquired Iglo Group in June 2015, announced the completion of the acquisition of the Southern European and Nordic businesses of the Findus Group.

Iglo Group and the Findus businesses have come together to create a new company which is Europe’s biggest frozen food company with number 1 positions in 9 countries - UK, France, Sweden, Germany, Italy, Austria, Belgium, Portugal and Spain. It is a EUR 2 billion company and employs over 4,300 people in 15 countries, with 10 factories.

The new company will become Nomad Foods Europe in early 2016 when it will re-launch its website.

Iglo Group produces, markets and distributes branded frozen food products in 11 countries across Europe where it is a market leaders in seven of its markets. Its core brands, Birds Eye, Findus (in Italy) and Iglo are synonymous with frozen food in the UK, Italy, Germany, Austria, Belgium, the Netherlands, Portugal, Ireland, France, Russia and Hungary.

Source: Birds Eye

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