Modern Revamp of Birds Eye Steamfresh Range To Attract New Shoppers

• New look packs of Birds Eye Steamfresh will stand out on shelf and attract new shoppers into both the range and the category
• The refresh will also emphasise the nutritional value of frozen vegetables to shoppers with simplified imagery used on pack
• The contemporary pack design will be applied to all vegetable and rice products in the range, and will roll out into stores from 23^{r d} March

Birds Eye, the branded leader in the frozen vegetable category[1], is aiming to drive penetration for the steaming category by giving its Steamfresh range a makeover.  The new, more distinctive look will attract shoppers to the range, with the contemporary style helping to aid visibility in store. The design revamp comes at a time when the Steamfresh range is worth £29.5M, driving the steamed category with a growth rate of +23%[2], while the frozen vegetable category is currently worth £398.8m.[3]

Sara Lopez, Brand Manager Potatoes & Steamfresh at Birds Eye, said: “Our Steamfresh range had a really strong 2019 in terms of performance, and is continuing to perform well and drive category growth into 2020. Last year, we launched the Eat In Full Colour campaign which was our biggest frozen vegetable campaign to date and we underlined our commitment to not only grow the category, but to also double the consumption of vegetables in the UK. To accomplish this, we want to help shoppers eat a little more goodness every day, which is made easier through our convenient Steamfresh products.

“The updated look and feel of our Steamfresh range will help us to change the perception around frozen vegetables and underline the nutritional benefits to steaming, which locks in maximum nutrients. Our Steamfresh range is not only a convenient solution to enjoy a tasty dinner in minutes, but also a healthy way of consuming 1 of your 5 a day. We know that the frozen category is a highly planned category for shoppers, so by simplifying the design of our Steamfresh range, we hope to make our products stand out on shelf and make it easier for customers to locate the products in store.”

The updated Birds Eye Steamfresh packs will roll out into stores from 23^rd March.

[1] Nielsen w/e 25.01.20

[2] Steamfresh +23% MAT, Nielsen w/e 25.01.20

[3] Nielsen w/e 25.01.20