Birds Eye set to promote frozen products as low-waste foods

by Gemma Charles, Marketing 20-May-08, 08:45

LONDON - Birds Eye is to become one of the first UK brands to launch a marketing strategy targeting the growing number of consumers concerned about food waste.

The Waste and Resources Action Programme (WRAP), a government-funded group, recently revealed that UK consumers throw away the equivalent of £10bn-worth of food every year.

The UK's biggest frozen-food company is in talks with WRAP about forming a long-term partnership that will involve the launch of co-branded marketing campaigns and research.

Birds Eye's marketing is currently centred on the 'Good mood food' campaign featuring Madness frontman Suggs. However, Birds Eye marketing director Ben Pearman said that it plans to make low waste a key part of its future strategy.

'We haven't had a strategic relationship previously with WRAP,' he added. 'I would like to create a closer working relationship.'

Other frozen-food companies are also planning to tap into consumers' desire to reduce food waste. 'The freezer is viewed as the modern larder, providing the ideal solution,' said Hugh Taylor, category development controller at Young's Seafood.

The frozen-food market grew 4.8% in value and 2.2% in volume in the 12 weeks to 1 April, according to IRI.

Data file: Frozen-food sales

Overall sales grew 4.2% in the year to 23 March.
The fish sector posted the highest growth of 10.9%, fuelled by new products and increased adspend by Birds Eye and Young's.
Potato products recorded the second-highest growth, up 7.8%, driven by McCain Foods' NPD programme and increased promo-tional activity.
The pizza market is up by 4.7%, with sales of both own-label and branded goods growing.
Ice cream declined by 1.5% after last year's wash-out summer.
Source: TNS/British Frozen Food Federation