A round-up of the hottest action in FMCG...

From negative to positive

Unilever has embarked on a £21m marketing crusade focusing on its Birds Eye brand, aimed at changing the negative perceptions of frozen foods.

The campaign, including TV, press, radio and posters, has been designed to debunk the myth that chilled foods contain fewer additives and are of superior quality.

The company has enlisted the help of restaurant critic and broadcaster Richard Johnson, who reveals facts about how food is produced in the TV ads.

Family-friendly dishes at budgens

Also on the frozen trail, Budgens is breathing new life into the struggling sector with a new collection of family-friendly dishes in 50 of its larger stores.

Buyer Miki Handzar has worked with three independent suppliers to capitalise on key trends of convenience, provenance and quality. All three brands will be merchandised in a dedicated freezer under the banner Quality Family Ready Meals.

The are 15 dishes, targeted at babies, children and adults. They include six meals from Eazycuisine, an exclusive children's range of Beth Guy's Little Pies and babyfood from Babylicious.

A bottle for six quid

Wine importer Bottle Green is launching a branded German Riesling - Starling Castle Riesling - into the UK off-trade. Priced at £6.99, the newcomer is aimed at capturing consumers at the £6 price level.