Iglo Group

Birds Eye overhauls logo and packaging as part of £60m brand re-launch


By Natalie Mortimer, N/A

August 19, 2014 | 2 min read

Birds Eye has overhauled its logo and packaging in the latest phase of its £60m re-launch, which will see the brand aim to change consumer perception of frozen food products.

Rolling out from this month, the new look, which will form part of Birds Eye's repositioning following the launch of ‘The Food of Life’ advertising campaign earlier this year, will look to "bring greater warmth and personality" to the brand's portfolio.

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.

Brand owner the Iglo Group has invested £60m on the brand re-launch across Europe to change the view of frozen food from ‘fall back’ to ‘first choice’.

Commenting on the new packaging, Birds Eye general marketing manager Cheryl Calverley said: “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.”

In March Birds Eye launched a £10m multi-media campaign for its new premium food range Inspirations.

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