Birds Eye website relaunches with healthy food message

LONDON - Frozen foods brand Birds Eye is taking its push to promote the health aspects of its products online.

A redesigned and rebranded consumer site 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 £22m ad campaign.

The site will target an 18- to 35-year-old audience with its "natural ingredients, naturally preserved" message. An extensive health and nutrition section on the site, where consumers can learn about balanced diets and analyse how healthy they are, will drive this message. The section includes a healthy eating calculator, which details nutritional guidelines relating to an adult and child's daily food intake.

Nikki French, brand communications at Birds Eye, said: "Since taking the brand online last year, we have 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 also features an expanded "your kids" section for parents and kids featuring Captain Birds Eye, games and healthy eating information for kids.

The site was developed by interactive agency Zentropy Partners.

The UK frozen food market, excluding ice cream, is currently worth £3.7bn, according to the company.

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