Birds Eye is revamping its Field Fresh vegetables range to highlight its farming credentials and make products stand out more on shelves.

The new-look packs, which started rolling out in February, show large, colourful images of vegetables to “highlight the natural qualities of Field Fresh”. Logos will be clearer and will feature the slogan “we’re the growing experts”. Packs will also be colour-coded.

In addition, four new variants have been added to the range, including a “farmhouse” veg mix.

The relaunch will be backed by a £3m marketing campaign, which will centre on the first on-pack promotion for Birds Eye’s veg range in five years and see it give away free packs of seeds.