Birds Eye looks to kick off frozen food brand war

Birds Eye Iglo is looking to become Europe’s leading frozen food brand following its €805m (£684m) acquisition of Findus Italy from Unilever yesterday.

The company says it is aiming to double its European sales over the next three years through its enlarged business. Findus Italy brands, such as Padella, Sofficini and Captain Findus, will be integrated into the current Birds Eye portfolio.

Martin Glenn, chief executive of Birds Eye, says: “The focus and time spent on Findus Italy [by Unilever] was insufficient and what we have seen at Birde Eye Iglo is that focus can bring you a lot.”

Findus Italy is a separate division to Findus UK, which is owned by the Findus Group.

In the UK, Birds Eye have focused its marketing attentions on highlighting its commitment to 100% quality across the Birds Eye portfolio. Its latest brand ambassador for the campaign is TV presenter Myleene Klass.

Separately, Findus Group UK has appointed research and insight consultancy McCallum Layton to its roster of agencies for undertaking product and concept testing.

Hugh Taylor, head of consumer insight of UK frozen at Findus Group, says: “McCallum Layton has a proven track record of producing high quality research with great results, and their impressive consumer experience within our market was a natural fit for our business.”

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