The frozen food giant has invested £4m overhauling its ranges to guarantee all its products are free from artificial colourings, flavourings and preservatives. It has also reduced salt in ready meals by 6% and cut the saturated fat content of the oil used to prepare products.
James Hill, chairman of Unilever Ice Cream and Frozen Food, said: “Four million people a day eat Birds Eye lines. So we have a significant impact on the nutritional profile of diets.”
Birds Eye is spending £25m to publicise the initiative, starting with a new TV ad this week that uses the strapline ‘We don’t play with your food’.
Iceland’s marketing director, Nick Canning, welcomed Birds Eye’s steps to remove artificial additives. “We are pleased Birds Eye is promoting the advantages of frozen food, as this natural method of preservation helps lock in nutrients.”
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