The entire Birds Eye range is to be relaunched as part of a £25m investment for 2007.

The relaunched products, which will appear on shelf from August this year, form part of its Truth campaign to improve consumer perceptions of frozen food

Last year, the brand, which was recently bought by Permira, featured in a high-profile TV campaign kickstarting the initiative.

"The relaunch is the next step towards achieving our aim of reigniting the frozen food market," said marketing manager communications, Caroline Drummond.

"There is more awareness and acceptance that frozen food is, in many cases, fresher than chilled food, however there is still work to be done."

The new packaging for the range, which covers fish, poultry, meat, vegetables, ready meals and bakery, is designed to give the brand a more uniform look across different sectors and also better communicate the taste and freshness.

The packs will feature natural landscapes and product shots that illustrate the quality of the product.

"Also, our standard and premium ranges looked too similar and this needed to be addressed," added Drummond.

The £25m investment signifies the company's commitment to the success of the frozen food category, which is now in growth after years of decline.

The £3.1bn frozen food market grew 1.2% in the year to 25 March 2007, according to TNS - driven by a more positive image for frozen food, increased levels of NPD (particularly at the premium end) and healthier reformulation of recipes by brand owners.

"Birds Eye is the only major cross-category brand and it is our responsibility to drive frozen's recovery," said Drummond.

The latest ad campaign is fronted by The Times food critic Giles Coren extolling the virtues of frozen food.

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