Birds Eye packaging revamp aimed to boost frozen sales

Birds Eye packaging for its frozen cod fish fingers
The new designs will roll out across over 100 Birds Eye products over the next few months | Photo courtesy of Birds Eye
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United Kingdom-based frozen food brand Birds Eye, owned by Feltham, U.K.-based Nomad Foods, is rolling out a packaging revamp across all of its brands, including Birds Eye Fish.

“[Being] the brand’s biggest redesign in over a decade, the move is designed to help make Birds Eye products more uniform and easier for shoppers to find in-store and, in doing so, encourage greater footfall to the freezer aisle,” the company said in a press release. 

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

The new packaging features the Birds Eye red leaf logo in a consistent position at the top of packs, “acting as a beacon in store for each category across the Birds Eye range,” the company said. 

The company said it also aims for its products to 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.”

Birds Eye said retailers may benefit from the cross-category product suggestions on the back of packs that aim to encourage shoppers to increase their basket size with complementary products.

The new packaging also includes NaviLens technology on the front of packages to help improve accessibility for blind or partially sighted consumers. NaviLens’s 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.

Overall, Birds Eye said the packaging redesign will make the brand more recognizable and impactful on shelves and “remind shoppers that Birds Eye offers that full meal solution,” the supplier 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 Director of Marketing Jim Shearer said. “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.”


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