The new logo can be seen here on packaging for the first time and features a redrawn, simplified Captain Birdseye on certain products.
The Birds Eye logo appears at the centre of packaging to ensure shelf stand-out and new photography shows the food being ‘eaten and enjoyed’ in a kitchen setting.
The roll out follows ‘The Food of Life’ ad campaign by Havas Worldwide, which aired in March and saw Captain Birdseye replaced by a family eating the products.
JKR says its designs bring ‘warmth and personality’ to the brand’s portfolio and that the identity has a ‘clean and advanced-style look’ which will work well on screen – the touchpoint for digital marketing an e-commerce.
Brand owner Iglo Group wants Birds Eye products to be considered a ‘first choice’ rather than ‘fall back’ according to JKR.
Birds Eye General Marketing Manager Cheryl Calverley says, ‘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.’