Birds Eye launches ‘biggest re-design in a decade’

This new look for the brand will help make Birds Eye’s products more uniform, positioning the brand’s red leaf logo at the top of packs to serve ‘as a beacon’ in store for each category across the 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.

‘More than visuals’

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. ​

“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.”​

Bird Eye’s new packaging will also feature NaviLens technology on front of pack to help improve accessibility for the blind or partially sighted. Consumers can download a companion app that can get information from optical codes which is then presented both visually, audibly and though haptics – effectively though touch.  

New technology

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.

“Introducing NaviLens technology to our Birds Eye packaging is another important step in making our products more accessible to more people,”​ Shearer added. “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.”​

This month has seen a number of food and drink manufacturers launch new looks for their brands​​ – Hobgoblin has a new brand identity, while Nim’s Fruit Crisps has been renamed as Nim’s…Naturally.

Meanwhile, Nomad Foods has confirmed the appointment of Steven Libermann as group executive president.​​