Birds Eye is gearing up to relaunch a host of core products in a bid to maintain sales growth as parent Iglo Group reported a 12.8% rise in EBITDA for the first half of the year.
Birds Eye intends to relaunch its Bake To Perfection brand - worth about £27m last year - before Christmas, giving it faster cook times and making it microwave-friendly, Birds Eye UK and Ireland MD Andy Weston-Webb said.
The company is also seeking to relaunch some chicken products “to ensure we maintain our momentum across the full year.”
This week, Iglo Group reported 3.5% net sales growth in the first half of this year, fuelled by positive currency movements and the greater number of trading days compared with last year, it said. Underlying sales growth was, however, “broadly flat” on a like-for-like basis.
Across the group’s operations, fish sales were up 6.1% and poultry up 5.4%, though sales of vegetables suffered a 1% fall. Weston-Webb would not forecast results for the second half but said: “We expect market conditions to be tough and uncertain, but we’ve got some very strong plans.”