The redesigned and rebranded consumer site (www.birdseye.co.uk) forms part of parent group Unilever's pan-European campaign to promote its frozen foods under a healthy living banner. The effort is being backed by a £22 million ad campaign.
The site is targeting 18 to 35-year-olds with the message 'natural ingredients, naturally preserved'. An extensive nutrition section, where consumers can find out how healthy they are, will drive this message.
The section includes a healthy-eating calculator, which details nutritional guidelines for adults and children.
Nikki French, spokesperson at Birds Eye, said: "Since taking the brand online last year, we've discovered the medium has an important role to play in repositioning the brand with a key segment of our target audience who grew up on Birds Eye produce in the 70s, 80s and 90s."
The site features an expanded 'your kids' section for parents and kids featuring Captain Birds Eye, games and healthy-eating information for kids.
Nigel Hewson, project manager at Zentropy Partners, which developed the site, said: "We are delighted to build on the success of last year's campaign. Online provides an ideal environment to engage and inform the consumer."
In July, Birds Eye launched its latest £22m ad campaign through Bartle Bogle Hegarty with the strapline 'We don't play with your food'. The push aimed to demonstrate that all of Birds Eye's products are free from added artificial colours, flavours and preservatives.
The UK frozen food market, excluding ice cream, is worth £3.7bn, according to the firm.
See Analysis p21.