Birds Eye unveils a brand redesign

Popular frozen food brand, Birds Eye, is unveiling a fresh new look for its entire product line.

The brand said its biggest re-design in over a decade aims to make Birds Eye’s products more uniform and easier for shoppers to find in-store.

Birds Eye noted that its products are consumed nearly three times a week and on more than 7.4 million occasions, highlighting its strong position to help shift perceptions of frozen and drive more appeal for the category.

The brand said it wanted a packaging re-design that will help make Birds Eye even “more recognisable and impactful on-shelf”, and through its consistency, will “remind shoppers that Birds Eye offers that full meal solution”.

The packaging will now feature the Birds Eye red leaf in a consistent position at the top of packs, acting as a “beacon” in store for each category across the Birds Eye range.

Products will be described simply, displaying a “clear hierarchy of claims” which are a priority to shoppers, such as cooking times, nutritional information, recyclability guidance and sustainability claims. Retailers may also benefit from the cross-category product suggestions on the back of packs, which aim to encourage shoppers to increase their basket size with complementary products.

The new packaging will also include NaviLens technology on front of pack to help improve accessibility for the blind or partially sighted.

Jim Shearer, marketing director at Birds Eye, noted how a great packaging design is more than visuals, and how it is about showcasing how frozen food can provide households with a convenient, nutritious and delicious range of food across multiple different meal occasions.

“Birds Eye has been producing quality products for generations and is committed to educating shoppers on the inherent benefits that frozen food has to offer,” Shearer said. “Our new packaging design gives us a fantastic opportunity to communicate our quality and the benefits of the category even more clearly to our shoppers and to help them reappraise the frozen food aisle.

“We have put consumers at the forefront of our new design by implementing a clear messaging hierarchy to help shoppers make their purchasing decisions easier and quicker, helping bring the delicious taste of Birds Eye to even more kitchens across the country.”

Javier Pita, CEO and founder of NaviLens, said the partnership with Birds Eye is a noteworthy step forward in fostering inclusion.

“By utilising NaviLens Accessible Codes, Birds Eye enables blind or partly sighted individuals to independently access these products, emphasising their dedication to inclusivity,” Pita added. “We are incredibly proud of this collaboration and Birds Eye’s commitment to making their products more accessible and enjoyable for all.”

The new designs will roll out across over 100 Birds Eye products over the next few months, with further rollout into 2025.

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