Birds Eye creates Facebook app allowing users to track peas 'from field to freezer'

Birds Eye aims to dial up awareness around the provenance of its products with the launch of a Facebook app that allows users to trace of origins of their bag of frozen peas.

Birds Eye: launches Facebook app for tracking origins of packs of peas
Birds Eye: launches Facebook app for tracking origins of packs of peas

The food company is inviting users to track their petits pois "from field to freezer" by entering a 10-character code found on each pack.

The app, which can be accessed via Birds Eye’s Facebook page, states: "Birds Eye Petits Pois go on an incredible journey, from the field where they're picked (at the perfect moment for sweetness) to our freezers in just 2.5 hours.

"If you want to know more, we can tell you. Simply enter your unique 10-character pack code, and we’ll show you where your peas came from."

Birds Eye senior brand manager Matt Blackmore said: "We are hugely proud of the way in which we grow and harvest our peas – and work hard to ensure our product is the best it possibly can be. 

"We wanted to share this story with our consumers and create understanding of the incredible journey our Petits Pois go on before they reach people's plates."

In September, the brand announced that children’s author Roger McGough, who co-wrote The Beatles’ movie ‘Yellow Submarine’, to make "teatimes more enjoyable for families".

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