Birds Eye is axing its famous bird logo as part of the 66-year-old brand’s biggest overhaul.
Owner Unilever has ordered a list of changes to the market-leading frozen brand in a bid to revive the flagging category.
They include replacing the iconic gull-shaped Birds Eye logo with a warmer, eye-shaped banner, new packaging designs across the portfolio and the rollout of new products throughout the rest of the year. The brand will also get its first slogan, the wording for which has yet to be confirmed.
Children’s favourite Captain Birds Eye, who has already survived Unilever’s attempt to replace him with a younger version, will continue to head offerings from the Captain’s table, while a multimedia campaign highlighting the changes will break in June as part of an increased £30m spend on the brand.
Brand director Jerry Wright, who took over the Birds Eye reins last year, said the changes were the biggest thing to happen to the £520m brand since it first hit British freezers back in 1938.
“Our aim is to put Birds Eye back at the forefront of consumers’ hearts and minds,” said Wright. “We already have a tremendously powerful brand but must make sure we exploit it to its full potential.”
However, Wright admitted the decision to ditch one of grocery’s most famous logos could prove controversial.
“You muck about with the old logo at your peril. You have to have something better in place, but we believe we have that.”
The first products to carry the new logo will start rolling out from April with consumers also likely to notice major changes to pack designs.
Owner Unilever has ordered a list of changes to the market-leading frozen brand in a bid to revive the flagging category.
They include replacing the iconic gull-shaped Birds Eye logo with a warmer, eye-shaped banner, new packaging designs across the portfolio and the rollout of new products throughout the rest of the year. The brand will also get its first slogan, the wording for which has yet to be confirmed.
Children’s favourite Captain Birds Eye, who has already survived Unilever’s attempt to replace him with a younger version, will continue to head offerings from the Captain’s table, while a multimedia campaign highlighting the changes will break in June as part of an increased £30m spend on the brand.
Brand director Jerry Wright, who took over the Birds Eye reins last year, said the changes were the biggest thing to happen to the £520m brand since it first hit British freezers back in 1938.
“Our aim is to put Birds Eye back at the forefront of consumers’ hearts and minds,” said Wright. “We already have a tremendously powerful brand but must make sure we exploit it to its full potential.”
However, Wright admitted the decision to ditch one of grocery’s most famous logos could prove controversial.
“You muck about with the old logo at your peril. You have to have something better in place, but we believe we have that.”
The first products to carry the new logo will start rolling out from April with consumers also likely to notice major changes to pack designs.
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