Birds Eye in global rejig

Unilever to form international innovation groups for Birds Eye food division which will run marketing

Unilever is to announce a radical worldwide shake-up of its Birds Eye Wall’s food business, with the introduction of global category management for each of its food groups.

The company will give details of the restructure tomorrow (Thursday). It is understood the changes will involve the formation of up to six “international innovation groups” in the Birds Eye food division which will be based in different countries and have global marketing responsibilities.

For example, there will be an innovation group for chicken based in London, and another for frozen vegetables in Germany. Other food groups are believed to include fish, frozen meals and burgers.

It is unclear how the changes will affect the Wall’s ice cream business, though it is believed that a similar move to category management will be introduced across the division.

It is believed that Birds Eye Wall’s marketing director Arnould Thirion will keep his position and managers will be appointed to head each of the innovation groups.

There will be large-scale re location of personnel to the new food group head offices in different countries.

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