Iglo Group shakes up marketing strategy

Iglo Group is to spend the bulk of its GBP 100 million (USD 158 million, EUR 118.8 million) marketing budget on initiatives designed to make its Birds Eye, Findus and Iglo brands more appealing to adult diners.

The frozen food maker is said to be unifying all three brands under one pan-European strategy for the first time to focus on innovation.

It will expand into new frozen meal occasions such as snacking and breakfast with the business looking to build on the success of recent product launches such as its Rice Fusions and Bake to Perfection ranges. Several marketers will also be recruited in the coming weeks to help identify new opportunities in markets including the U.K., France and Italy.

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