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JKR designs new packaging for Birds Eye’s new products

UK-based packaging design agency Jones Knowles Ritchie (JKR) has designed new look for Birds Eye’s newly launched Field Fresh herbs range.

Simplicity was the key for the new design. The solution had to work on a small pack format while communicating the concept of frozen fresh herbs – something that we are unfamiliar with in the UK.

The Field Fresh identity is all about the freshest products picked at their peak, which covers such Birds Eye mainstays as frozen peas. This brand extension is likened to ‘a fresh herb garden in your freezer’ a real innovation for the frozen food market aiming to create a new category in the fixture.

Birds Eye marketing director Ben Pearman stated that their Field Fresh Veg portfolio represents the best of the best in frozen vegetables. Consumers know that Birds Eye’s expertise deliver great tasting vegetables every time and at a time when scratch cooking is a particularly popular past-time, launching Field Fresh Herbs couldn’t be more ideal.