Birds Eye has given its Steamfresh range a makeover.
The new, more distinctive look aims to attract shoppers to the range, with contemporary styling helping to aid visibility in store. It applies to all vegetable and rice products in the range and rolls out from 23 March.
The revamp comes at a time when the Steamfresh range is worth £29.5m while the frozen vegetable category is currently worth £398.8m.
Sara Lopez, Brand Manager Potatoes & Steamfresh at Birds Eye, said: “The updated look and feel of our Steamfresh range will help us to change the perception around frozen vegetables and underline the nutritional benefits to steaming.
“We know that the frozen category is a highly planned category for shoppers, so by simplifying the design of our Steamfresh range, we hope to make our products stand out on shelf and make it easier for customers to locate the products in store.”