Birds Eye Wall’s is launching a marketing campaign to polish the image of frozen food. The sector is struggling in comparison to fresh and chilled foods. Birds Eye Wall’s must overcome consumer perceptions and work on developing a positive image of frozen foods.

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Today’s consumers are increasingly busy and progressively more health conscious. As people spend lesser amounts of time in the kitchen, food quality is of increasing importance to the consumer. Frozen food sales in the UK have not yet been able to capitalise on these trends.


Birds Eye Wall’s is now trying to tackle the problem. It has announced that it will invest in a major campaign to educate people on the quality of frozen food. The initiative is called ‘Fresh Look at Frozen’ and will cost the company £18.3m (US$28.6m).


The need to defrost and cook frozen foods means that they are not often seen as ideal top-up shopping purchases for quick meal solutions. Meanwhile, the greater interest in higher quality and more adventurous foods is hampering the growth of frozen foods, which are often perceived as being of lower quality. The common perception is that fresh and chilled foods are higher quality and more convenient to use.


To compensate for this, Birds Eye Wall’s is launching a new and revamped range of frozen food products in an effort to boost both its brands and the frozen food category as a whole. The range will include individual portions of vegetables that can be microwaved in three minutes and whole, pre-marinated chicken breasts. Unlike the failed ‘enjoy!’ range, Birds Eye Wall’s new products appear to provide genuinely fast and hassle-free cooking.

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Birds Eye Wall’s will have to work hard on communicating the improved quality and convenience of their new range. For a long time chilled meal solutions have had the upper hand. However, there is also scope to harness the potential of selling frozen foods as healthy foods. There is evidence that frozen foods can provide better retention of nutrients than fresh or chilled foods. It is time for manufacturers to redress the balance in favour of frozen foods.


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