Unilever Ice Cream and Frozen Foods is introducing a new pack design for its Birds Eye SteamFresh brand, and a new variant, as part of a £10m marketing spend on the range.
The new SteamFresh packaging brings together the three current offerings of vegetables, ready meals and fish dishes under a single brand identity, and will include new Salmon with Penne Pasta a Dill Sauce.
James Simmons, trading director Unilever Ice Cream and Frozen Foods, said: “The brand is already proving massively popular. SteamFresh has succeeded in bringing new consumers into frozen and extending current shoppers repertoire, with nearly half of all SteamFresh vegetable and fish gains being incremental. This relaunch will create a stronger brand identity for SteamFresh, driving sales and encouraging greater trial across the range.”
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