Leading Frozen food brand, Birds Eye, has announced plans to introduce the voluntary Traffic Light labelling system on its entire product portfolio during 2018. The move aims to help consumers make informed food choices and better understand the benefits frozen offers on a nutritional level.
Developed by the Food Standards Authority (FSA), the decision marks another step by Birds Eye to provide the nation with easy-to-understand information about the food they’re eating. With shoppers buying over 250 million Birds Eye packs every year, the change also marks a significant step for the frozen industry, driving home the message that frozen and fresh are on-par when it comes to nutrition.
Steve Challouma, Birds Eye Marketing Director, comments: “At Birds Eye we are passionate about helping consumers eat a healthy and balanced diet. With the adoption of the Traffic Light system, we hope to take Birds Eye, and the frozen category, to a place where frozen is seen as, and understood to be, nutritionally as good as fresh.
We are proud of the nutritional profile of our food, and have always been dedicated to helping our consumers make healthy and nutritious choices. Most recently, we’ve shown our commitment to encouraging our consumers to eat their 5-a-Day by introducing a broader and more exciting range of frozen vegetables.
“As the fifth largest FMCG grocery brand in the UK, Birds Eye is the first name the nation sees when they open freezers, so this is an important step in providing consumers with the information they need to create a nutritious meal for the entire family.”
Implementation of the labelling system will be rolled out throughout 2018 across all of Birds Eye’s frozen products.