Sales: £515.5m (-5.6%)
It’s starting to look like ditching the bear was a bad idea. Birds Eye’s performance has suffered since it said goodbye to Clarence, with sales taking a £30.7m dive in the past year.
But this is down to more than just advertising. Birds Eye says the loss is a result of the overall decline of frozen food, with its fish and ready meal products hit hardest.
It’s not all bad news. The Inspirations range has hit £20.3m since its launch last March. The brand wants to add more value with the new posh ready meals Stir Your Senses, launched last month.
Plus, Birds Eye has unveiled a new strand to its Food For Life ads. The 12-month Mix Up Your Menu campaign centres on new and interesting ways to serve frozen food.