Iglo Group, the parent company that owns the Birds Eye brand has invested GBP60m, in a revamp of the brand’s logo on all products and an overall European re-launch. The move is intended to make frozen food once again the top choice for consumers, instead of a fall-back option, as it is now, especially on the background of the 2013 horsemeat scandal.
According to several media outlets, Birds Eye said the new logo, designed by JKR, took into account its increased focus on digital marketing and e-commerce, and so has a ‘clean and advanced look’, ditching its multi-coloured outline in favour of a sleeker one.
“Our new packaging completes the update to our master brand and reflects our popular ‘The Food of Life’ campaign. The refreshed packaging will help our products stand out on the shelves as well as delivering in increasingly important digital environments,” said Birds Eye general marketing manager Cheryl Calverley.