Birds Eye, the UK’s leading frozen food brand,[1], is rolling out a fresh new look across its full range. Becoming the brand’s biggest re-design in over a decade, the move is designed to help make Birds Eye’s products more uniform and easier for shoppers to find in-store, and in doing so encourage greater footfall to the freezer aisle.
Birds Eye’s products are consumed nearly three times a week and in more than 7.4 million occasions[2], highlighting the brand’s strong position to help shift perceptions of frozen and drive more appeal for the category. The packaging re-design will help make Birds Eye even more recognisable and impactful on-shelf, and through its consistency, will help remind shoppers that Birds Eye offers that full meal solution.
The packaging will now feature the iconic 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. Over 2 million people will live with sight loss by 2050,[3] and with 95% of blind and partially sighted people finding food packaging difficult or impossible to read[4], Birds Eye has partnered with NaviLens (whose free smartphone app relays label details using audio navigation) to help shoppers locate products and find out information on them both in store and in their own freezers. The adoption of the technology follows fellow Nomad Foods brand, Aunt Bessie’s, who, in 2022 became the first frozen brand in the world to implement NaviLens codes on pack.
Commenting on the redesign, Jim Shearer, Marketing Director at Birds Eye, said, “A great packaging design is more than visuals, it’s 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. 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.”
“Introducing NaviLens technology to our Birds Eye packaging is another important step in making our products more accessible to more people. We’ve seen the impact that the NaviLens app has made to our Aunt Bessie’s’ shoppers and we’re delighted that we have now been able to bring the technology to our Birds Eye brand.”
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. 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.
Key categories that are launching this year with the redesigned packaging:
- Birds Eye Peas
- Birds Eye Steamfresh
- Birds Eye Potatoes (Chips & Waffles)
- Birds Eye Fish
- Birds Eye Chicken (including Chicken Shop)
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