Birds Eye Case Study

Changing Consumer Perceptions Of Frozen Foods

Publication Date	September 2007
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT00240

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Summary

Introduction

This report on Birds Eye forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the UK's leading frozen food brand has responded to the challenges of the market.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Companies mentioned in this report:

Permira Advisers LLP

Content

Catalyst
Summary
Analysis
- Birdseye is operating in a market that is faced with a number of challenges
- The frozen food market has seen poor sales mainly due to negative perceptions
- Chilled products are perceived as being fresher and more upscale
- The poor market performance has led to Birds Eye's change of ownership
- Birds Eye underwent a brand overhaul in 2007 focused on enhancing the image of frozen food
- A recent TV campaign featured a respected food critic to help convey the health and premium qualities of frozen food
- A packaging and website overhaul are designed to emphasize fresh and premium brand characteristics
- New Birds Eye packaging appeared in August
- The brand's new website is intended to promote Birds Eye's "5-star food, frozen" strapline
- A blog by a pea farmer connects consumers with the brand's origins to convey food's authenticity
- Birds Eye is controversially promoted as having a better health profile than other brands
- Recent product development has seen Birds Eye focus on healthy ingredients and authentic recipes, all of which reflect a commitment to boost perceptions of frozen food
- Birds Eye's Store Cupboard Initiative promises the brand will use only home kitchen-available ingredients
- The SteamFresh range capitalizes on important consumer needs for health, taste, and convenience
- Birds Eye is the first major brand to launch frozen soya beans touting their low cholesterol benefits
- The new "Simply" range promotes a no nonsense approach to packaged food, while the pub line of ready meals exploits a desire for familiar, well loved foods
- The company's children's range, Captain Birds Eye, is promoted as being good for you, while a change of fish finger fish to pollock gains a nod of approval from environmental groups
- The company has overlooked organic possibilities but could exploit this going forward
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: A selection of Birds Eyes' recent adverts
- Figure 2: Birds Eye introduced new packaging in August
- Figure 3: The Birds Eye website reinforces its message that frozen food is fresh and as good as chilled foods