Birds Eye Unveils New Logo and Packaging

As part of a master brand campaign, Iglo Group, UK, moves into the next phase of its “The Food of Life” campaign with the launch of a new logo and packaging Birds Eye fresh peasacross its entire Birds Eye portfolio.

The brand re-launch changes the view of frozen food from “fall back” to “first choice.” Designed by JKR, the redesign aims to bring greater warmth and personality to the brand’s portfolio.

For example, the Birds Eye logo was paired back with a clean and advanced-style look that lends itself to being viewed on-screen—a key consideration given the brand’s increased focus on digital marketing and e-commerce.

The new packaging features the logo center of pack to ensure clear standout on shelf. Updated photography brings products to the fore, showing food as it is eaten and enjoyed in a real kitchen setting. 

“Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign,” says Cheryl Calverley, general marketing manager. “The refreshed packaging will help our products stand out on the shelves as well as deliver in increasingly important digital environments.”

Iglo Group will also be revealing information relating to their sustainability vision and forthcoming programs later this year.

Did you enjoy this article? Click here to subscribe to Refrigerated & Frozen Foods magazine.

You must login or register in order to post a comment.



Image Galleries

OSI, 2014 Refrigerated Foods Processor of the Year

Find out how this global food provider secured a new supply chain global trading platform, opened a new culinary innovation center and continues to keep food safety top of mind.

Read cover story here.
Read plant story here.

7/31/14 12:00 pm EDT

Engaging the Manufacturing Workforce to Drive Business Improvement

AIOE’s Workforce Development Solutions Group will soon release its work product, “The Engagement Framework”. This is a robust resource tool that both CPGs and suppliers should find useful in their organizations. Attendees will learn of the key attributes of Engagement, and cases and lessons learned on how to apply these guiding lessons within your company. The value proposition is fundamental to business success in our industry: business performance, competitive globally, recruitment and retention.

Processors On The Rise...

What aspects of an up-and-coming company are most important for it to become successful in the cold food marketplace?
View Results Poll Archive

Refrigerated and Frozen Foods Magazine


2014 September

Refrigerated & Frozen Foods' September 2014 issue features the six Processors to Watch in 2015 and the Cold Storage Construction Guide.

Table Of Contents Subscribe

The Refrigerated and Frozen Food Store

Cold Packaging Materials Guide

A guide to cold packaging containers and materials.

More Products

Refrigerated & Frozen Foods Delivers

RFF Infographic 133x133Click here to see a snapshot of the many different ways Refrigerated & Frozen Foods delivers business and technology solutions to cold chain professionals.

Buyer's Guide

Visit our Buyer's Guide!

Refrigerated & Frozen Foods offers a Cold Packaging Materials Guide, as well as a Cold Storage Warehouse Guide, the most comprehensive listing of cold storage warehouses.

Visit the Buyer's Guide page today!


facebook_2014 twitter_40px youtube_40pxlinkedin_40px