This brand revitalization aims to create a cohesive look across all Birds Eye products. By positioning the brand’s iconic red leaf logo prominently at the top of each pack, it will act as a ‘beacon’ in stores, drawing attention to each category in the range.
Additionally, product descriptions will be streamlined, showcasing a clear hierarchy of essential claims that resonate with shoppers. Key information such as cooking times, nutritional content, recyclability instructions, and sustainability efforts will be prominently displayed.
‘More than visuals’
Jim Shearer, marketing director at Birds Eye, emphasized, “A great packaging design is more than visuals; it’s about showcasing how frozen food can provide households with a convenient, nutritious, and delicious range of food across multiple meal occasions.”
“Our new packaging design gives us a fantastic opportunity to communicate our quality and the benefits of the category even more clearly to our shoppers, helping them reappraise the frozen food aisle.”
The updated packaging will also incorporate NaviLens technology on the front, enhancing accessibility for blind or partially sighted consumers. By downloading a companion app, users can obtain information from optical codes, which is then presented visually, audibly, and through haptic feedback – effectively utilizing touch.
New technology
This innovative technology comes after Aunt Bessie’s, another brand under Nomad Foods, became the first frozen food brand worldwide to use NaviLens codes in 2022.
“Introducing NaviLens technology to our Birds Eye packaging is another important step in making our products more accessible to more people,” Shearer noted. “We’ve seen the impact that the NaviLens app has made on our Aunt Bessie’s shoppers, and we’re thrilled to extend this technology to our Birds Eye brand.”