Brand launch of the Year 2018
The food and drink community celebrated success on 20 September 2018 as the winners of the Food and Drink Federation Awards were announced.
Birds Eye - Birds Eye Relaunch 2017
Birds Eye is the leading Frozen Food Brand in the UK and the fifth biggest FMCG
brand in the UK.
Between 2013 and 2016 the brand suffered 3 years of significant decline,
declining by 5% per year,
driven by increasing competition from fresh and chilled foods, increasing
private label competition, and a
flawed strategy of focusing on 'white space' innovation.
In 2017 it dramatically changed its business strategy and relaunched the brand
in order to focus on
its core hero platforms such as Captain Birds Eye, Garden Peas, and Chicken.
The
programme included
a significant increase in brand investment and packaging redesign, over
£4m
investment in product
quality improvements, all new brand campaigns across the core, and a
transformation of media support
towards digital communications.
The relaunch of the brand and focus on improving consumer engagement led to an
incredible
turnaround in the brand, leading to growth in core brands of 5% in 2017 and
significant improvement in
brand equity and consumer closeness to the brand. This has had a significant
impact on the momentum
of the business, has driven an increase in confidence, and has given the
business the platform and
generated the cash to develop its acquisition strategy, such as the recently
announced intention to
purchase the Goodfella's Pizza business from 2 Sisters Food Group. It also had
a
material impact on the
holding company's share price, Nomad Foods, which appreciated in share price by
62% in 2017.
More information
2018 awards winners