BIRDS EYE LAUNCHES NEW BRAND
In one of the company’s most significant product launches to date, Birds Eye, the UK’s leading frozen food supplier, is launching Field Fresh, a new sub-brand for its vegetables portfolio. In addition to the highly popular Garden Peas, Petits Pois, Steam Bags and Soya Beans, the roll-out will debut four brand new mouth-watering variants, Supersweet Sweetcorn, Very Fine Green Beans, Country Mix and Select Mixed Vegetables, creating an even more diverse offering for a category that is firmly at the heart of consumer meal times.
The launch champions taste and quality and will deliver shopper messages around freshness and health benefits to drive added value into the frozen vegetables category and combat consumer concerns surrounding freshness. The Field Fresh range is picked and frozen within hours for maximum vitamin retention right up until the moment of eating.
Currently worth £180m , the natural vegetables* sector is the single largest sector in the frozen vegetables category and is in desperate need of big brand investment to drive growth. Heavyweight support and investment around the Birds Eye guarantee of picked and frozen ‘within hours’, combined with a multi-buy mechanic across the range will drive footfall, deliver significant incremental revenue to retailers and drive category growth.
The huge £4.5million marketing investment from Birds Eye marks an important move forward for the business and its customers alike, featuring a new TV advertising campaign, sales promotion, consumer communication, POS and an attractive package redesign.
Consumer research has shown extremely positive results for the new look packaging, with its premium and stand-out nature rating highly amongst target shoppers. Results indicate a much broader audience appeal, helping to diversify Birds Eye’s strength on-shelf. Importantly for Birds Eye loyalists, evidence shows that whilst having a fresher, more premium and contemporary feel, the new design remains reassuringly traditional and familiar.
Ben Pearman, Marketing Director for Birds Eye, comments: “We are placing enormous weight behind the new Field Fresh range in order to provide much needed innovation and branded support for the category. Our aim is to raise the bar on frozen vegetables by highlighting the many benefits of frozen against fresh alternatives, and by bringing the expertise and heritage from our Pea business to the rest of the frozen veg category. Our vegetables retain higher levels of Vitamin C than their ambient fresh counterparts and of course last much longer. Over the years, Birds Eye Peas have led the way with their ‘picked and frozen within two and a half hours’ guarantee. Extending the ‘within hours’ guarantee to the rest of the range makes us proud to be the only vegetables brand able to make this promise.”
Marketing support for Field Fresh will continue into 2010, supported by heavyweight block merchandising in-store, helping to drive sales and maximise shopper appeal. The new products in the range (Supersweet Sweetcorn, Very Fine Green Beans, Country Mix and Select Mixed Vegetables) will carry a £1.69 price point and launch with a multi-buy deal across the range.
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