Birds Eye up for sale

Iglo Group, the company that owns fish finger maker Birds Eye, is being put up for sale with a price tag of up to £2.5bn.


It is thought the frozen food business, which makes poultry, peas and potato products, is to be sold by private equity firm Permira following several approaches.

Backstone and Cinven, also private equity firms, have been touted as possible bidders for the business.

Permira has appointed investment bank Credit Suisse to handle the sale, which is expected to raise approaching €3bn (£2.5bn) according to the Financial Times.

Iglo was bought from Unilever for £1.4bn in 2006. Permira went on to purchase another frozen food business, Findus Italy, from the FMCG company four years later in a deal worth £675m.

The company has grown the Birds Eye brand profile over the last five years, launching a number of new products across Europe.

Iglo has registered 8% profit growth every year since 2008.

Birds Eye has recently shifted its marketing strategy from product-based to occasion-based in a bid to change consumer perceptions of the frozen food sector. Last September it launched the brand’s Baked to Perfection range.

The company, which is led by Martin Glenn, has stated its intention to pursue a potential £350m worth of growth in frozen food sales by 2015 “by improving the quality of food and shopping experience.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here