Thai company set for Birds Eye bid

A Thai food company is gearing up for a £2.5bn acquisition of Birds Eye, the maker of Birds Eye fish fingers.

Birds Eye: Thai firm reported to be planning bid
Birds Eye: Thai firm reported to be planning bid
The proposed acquisition by Bangkok-based Charoen Pokphand Foods will mean that Birds Eye will be the next British household name to be acquired by an Asian company.

It follows the recent takeover of Weetabix
by China's Bright Food for £1.2bn.

It was disclosed last year that private equity firm Permira was planning to offload Birds Eye, whose chief executive is former PepsiCo marketer Martin Glenn.

Birds Eye last year sold 2.2bn fish fingers and registered £1.2bn in sales.

It frozen fish products, Captain Birds Eye fish fingers and Birds Eye's Bake to Perfection, registered sales of £29.2m and £26.2m respectively in the year ending 2011, leading the frozen fish category. Birds Eye has an overall workforce of 2,500.

Birds Eye said it didn't comment on speculation.

It is thought that Charoen Pokphand Foods believes there is a big appetite for Bird’s Eye fish fingers and other products across Asia.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).