Frozen food brand Findus is to return to television advertising after a break of 18 months as part of a marketing revamp by new management.
NestlÃ© sold the Findus brand worldwide to Swedish investment company EQT. The deal included all of NestlÃ©’s frozen food operations in the UK and Scandinavia, and fish and vegetable businesses in five European countries, totalling £364m in turnover.
A new management team has been appointed in the UK, led by managing director John Brittain, former general manager of NestlÃ©’s chilled food division. Suzanne Nagle, former general manager of NestlÃ©’s nutritional division, becomes sales and marketing director of the new company.
Findus has been producing frozen food since 1945, and has a factory on Tyneside employing 600 people. The business operates several brands, including Lean Cuisine, and sells £80m-worth of frozen food in the UK.
It has just launched a radio advertising campaign through strategic agency The Windmill Partnership.
Brittain says a variety of new Findus products are in the pipeline. The business, which has a European board set up by EQT, is expected to adopt a European marketing strategy, with a central lead agency and local agencies used to adapt creative work.
Brittain says: “We are very excited to have a chance to revitalise one of the UK’s favourite brands. We will not have to scrabble around for funds.”