Birds Eye has revamped its food packaging, as part of a £60m brand relaunch by Iglo Group across Europe, to change the view of frozen food from ‘fall back’ to ‘first choice’.
The packaging is designed by JKR to bring ‘greater warmth and personality’ to the brand’s portfolio and follows the release of its ‘The Food of Life’ advertising campaign earlier this year.
“Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign,” said Cheryl Calverley, general manager, Birds Eye.
“The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments.”
The Birds Eye logo has been paired back with a clean style that lends itself to being viewed on-screen for digital marketing and e-commerce.
The packaging features the logo on the centre of the pack for shelf appeal and its photography has been updated to bring the products to the fore, showing food as it is eaten in a kitchen setting.