JKR

Birds Eye’s new Field Fresh herbs range has just launched with design by jkr.

“Extending the Birds Eye vegetables range into herbs is an exciting move for the brand. The insight is based around that fact that people are cooking more from scratch but hate the short shelf life of fresh herbs.” Jovan Buac, jkr.

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.

When it came to the design, simplicity was key. 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.

Marketing Director for Birds Eye, Ben Pearman, says “Our 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.”

And see how the concept comes to life in the advert below…