The boss of Iglo Group - which owns Birds Eye - has outlined plans to turn the business into an “innovation machine” that transforms frozen food from a “desperation to inspiration” purchase.

Unveiling his new strategy this week, CEO Elio Leoni Sceti said Iglo was overhauling its marketing and taking NPD beyond family mealtimes in a bid to reach a wider audience and double sales to €3.2bn by 2020.

He told The Grocer that the €3.2bn target reflected the strength of its brand and was a “recognition that between brand potential and performance in the market, there’s a gap”.

Key to growth would be a major shift in Iglo’s consumer base from its traditional family heartland, he said.

“Innovation will be key. I want to make Iglo Group an innovation machine that creates great new products that cater to a wider audience and meals that we don’t currently serve.”

He also wanted “to shift consumer perceptions and behaviour by changing the consumer view of frozen food from desperation to inspiration,” he said.

This would be reflected in its marketing strategy, he added. “Parents have traditionally been the focus of our marketing, yet 75% of the population do not have young children. We need to change our focus.”

Earlier this month, Iglo appointed advertising agency Havas Worldwide as its new global brand and advertising agency. Havas would drive a brand repositioning for Iglo in 2014, Leoni Sceti said, adding that digital activity would also be an important focus.

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