Frozen food brand Birds Eye has launched a new Facebook application to allow shoppers to trace the origin of its their peas and to drive home the message that the veg is picked and frozen in less than two and a half hours.
Traceable packaging is being introduced across the entire Birds Eye petits pois range, with each pack detailing a unique code that can be input into the Facebook app to reveal where in the UK the petits pois were grown.
The Facebook app (https://www.facebook.com/birdseye) will also showcase exclusive video content that demonstrates the expertise involved in growing the crop and the quality control processes that go into producing the peas. Shoppers will also be privy to special photography of the pea harvest and factory processes.
Birds Eye senior brand manager Matt Blackmore said: “We are hugely proud of the way in which we grow and harvest our peas – and work hard to ensure our product is the best it possibly can be. We wanted to share this story with our consumers and create understanding of the incredible journey our petits pois go on before they reach people’s plates.
“It’s been great fun creating this app and we hope people enjoy learning more about where their food comes from and the care and commitment that goes into each pod,” he added.