Birds Eye is to revamp its frozen vegetables range in a bid to “change the perception” of frozen veg.
From 23 March, the brand’s Steamfresh lineup will carry a simplified design intended to highlight the nutritional benefits of steamed vegetables.
The brand said it hoped the refresh would help to drive continued growth for Steamfresh, whose value has jumped 23% to £29.5m over the past year [MAT Nielsen 52 weeks w/e 25.01.20].
Frozen was “a highly planned category for shoppers” said Birds Eye brand manager Sara Lopez. “By simplifying the design of our Steamfresh range, we hope to make our products stand out on shelf and make it easier for customers to locate the products in store.”
“The updated look and feel of our range will help us change the perception around frozen vegetables and underline the nutritional benefits to steaming, which locks in maximum nutrients,” she added.
The makeover follows Birds Eye’s £6m ‘Eat in Full Colour’ ad push last year, which saw the brand hit TV screens with singing vegetables, as well as teaming up with Sainsbury’s for a colourful in-store takeover.