Birds Eye Unveils Bold New Packaging Redesign
Birds Eye, a trusted household name in the frozen food industry, has announced an ambitious packaging overhaul – the brand’s most significant redesign in more than a decade.
The new look is designed to create a more cohesive, uniform identity across its entire product range, making it easier for consumers to locate their favourite Birds Eye products in-store.
At the heart of this redesign is the brand’s iconic red leaf logo, now prominently positioned at the top of each package to serve as a visual beacon for shoppers, instantly recognisable across all categories.
The packaging aims to deliver clarity and simplicity by showcasing essential product information that matters most to today’s consumers. Each product will clearly display priority claims, such as cooking times, nutritional values, recyclability guidance, and sustainability commitments.
Birds Eye is responding to growing demand for transparency, ensuring that shoppers can easily understand the benefits of each product at a glance.
In a statement, the brand’s marketing director emphasised that a great packaging design goes beyond mere visuals – it’s about delivering convenience and communicating the nutritious, delicious options that Birds Eye offers for all meal occasions.
They added further that their new packaging gives them a fantastic opportunity to communicate their commitment to quality and provide an even clearer message to their customers.
The marketing director also noted that they want to help shoppers reappraise the frozen food aisle and see that it offers more than just convenience – it’s about providing meals that are nutritious and enjoyable for the whole family.
A groundbreaking feature of the new packaging is the integration of NaviLens technology, a move that strengthens Birds Eye’s focus on accessibility. This advanced technology, which Birds Eye first adopted after fellow Nomad Foods brand Aunt Bessie’s pioneered it in 2022, is designed to improve the shopping experience for the blind or partially sighted.
NaviLens works by allowing consumers to scan optical codes on the front of the packaging using a companion app, which then delivers product information audibly, visually, and even through haptic (touch) feedback.
This is a major step toward making their products accessible to more people. They have already seen the positive impact that the NaviLens app has made for Aunt Bessie’s customers, and they are thrilled to bring this inclusive technology to their Birds Eye range.
This redesign is a part of a broader trend in the food and beverage industry, with several other brands also unveiling new identities this month. Hobgoblin, the popular beer brand, has adopted a fresh brand identity, while Nim’s Fruit Crisps has rebranded as Nim’s…Naturally, signalling a shift towards cleaner, more natural offerings.
Birds Eye’s decision to update its packaging comes at a time when consumers are more informed and selective than ever. The new design helps the brand continue its legacy as a trusted provider of high-quality, convenient frozen meals, while also enhancing its appeal to modern shoppers seeking sustainability and inclusivity.
In conclusion, Birds Eye’s fresh new packaging not only modernises the brand but also strengthens its position in the competitive frozen food market.
By combining cutting-edge accessibility features with a clear, consumer-focused design, Birds Eye is setting a new standard for frozen food packaging, ensuring that their products remain a go-to choice for families across the United Kingdom.
News Credits: Birds Eye launches ‘biggest re-design in a decade’
Things that you may also like:
- Signature Flatbreads Marks 40th Anniversary with £150m Investment
- Ice Cream Producer gg’s Slashes Production Time with New Machinery
- UK’s Pioneering Centre for Alternative Proteins Set to Transform Food Security and Sustainability