We use cookies to provide you with the best experience when using this site. By continuing to use this site, you agree that we may store and access cookies on your device. How we use cookies x

 
 


Newsletters & Alerts

Sign up for free to specialist newsletters and the digital edition of Packaging Europe magazine

Subscribe

Packaging Europe magazine

Bi-monthly print publication

Subscribe

Contact Packaging Buyers

Talk to 47,000 European Packaging Buyers

Get Access

Packaging Suppliers Database

Instant, free access to our network of 53,000 Packaging Suppliers

Get Access






Birds EyeFish Fingers Sets Sail for Further Success

Released: 03/02/2017 12:22:00
Read 888 times

Leading frozen food brand Birds Eye, has announced the launch of the new packaging identity design for its notorious fish finger range. Following the recent success of its Simply Breaded and Harry Ramsden’s coated fish range rebrand, Birds Eye has once again sought the expertise of brand design consultancy Brandon to redesign its famous fish fingers.

Search for suppliers of similar products in the Packaging Network.


The new Birds Eye fish finger packaging moves away from Birds Eye’s ‘masterbrand’ approach to focus on the memory that we all have and love of Captain Birds Eye, bringing back our favourite fish fingers from the sea to the fork.

This new packaging not only stands out on-shelf, it helps a generation of mums who recall the role that the Captain played in their lives when they were children. That positive memory association takes mums today to the happy family time they used to have around the dining table with their own parents. This memory can be a positive driver to connecting families in a digital world, where many parents now struggle to recreate those family meals around the table without a digital device getting in the way of what used to be sacred family time together.

The new Fish Fingers range of packaging now makes it easier for consumers to know they are picking their famous British Birds Eye fish fingers, with Captain Birds Eye much more prominent on the packaging. Range differentiation is then clearly signposted with bold slab colours to denote the various product variances.

Adam Draper, General Marketing Manager at Nomad Foods, comments “We were eager to ask Brandon to help with the re-design of the brand we are most best-known for, the Birds Eye fish finger. We set out with the same goal; to make it as easy as possible consumers to find their favourite fish finger brand. Bringing the Captain back to the table in a more prominent way just made sense, he stands for a lot good memories with families and had to play a stronger role on packaging.”

Adam continues: “Brandon has been a fantastic partner from start to finish; they really understood what we wanted and put themselves into the shoes of the consumer. Making sure that the new packaging was iconic, bringing the Captain back and standing out in the freezer.”

Richard Taylor, Managing Director at Brandon, concludes: “We were delighted to help take Birds Eye fish fingers on the next stage of its long voyage. In part looking back to what was good about the past, bringing the Captain back to the nation. We set out with three clear goals; hero the Captain, drive the emotional fish fingers meal photograph and ensuring that colour helped us to standout on a busy fixture.”

Birds Eye Fish Fingers range has been a family favourite within the UK for over 60 years, and is the most well-known fish finger brand in the UK.

More info:
www.brandon-consultants.com

Email to a friend

Comments(0)


Log in or register for an account to leave your comment.



Related Stories

When Tradition Meets the Future

The South African drink, Mageu, receives boost to safety, shelf life and appeal through packaging upgrade.

New Bio-Flex Blends for Home Compostable Films and Pack...

The bioplastics specialist has developed new Bio-Flex blends for the production of low gauge films which will biodegrade completely in garde...

 

Win a €50 Amazon Voucher

Help Packaging Europe provide a better service...

Take our 3-Minute Survey




Packaging Jobs

Find top jobs in the packaging industry on Packaging Europe Jobs

£50k (DoE) + benefits

up to £45k basic + 10% bonus, private healthcare, private pe

Packaging Expert

Windsor, Berkshire

up to £48k (DoE) + excellent bonus & benefits package

up to €98,000 p.a (Do E) + up bonus + excellent benefits pac

More packaging jobs >>

Related Suppliers

See all suppliers >>

Packaging Europe Magazine Subscription

Packaging Europe's Bi-monthly print publication, presenting a selection of the most talked about features from our online magazine. The cost of subscription is €120 for six editions.

Your Name:*
Email Address:
Twitter Username:
Phone No:
Company Name:*
Address Line 1:*
Address Line 2:
City:*
Postcode:*
Country:*
  • Please send an invoice to the above address for the sum of €120 for six editions of the Packaging Europe Bi-monthly print publication.

Electronic Subscriptions

Your Details

Email Address:*

Optional

Your Name:
Company Name:
Twitter Username:

Packaging Europe Magazine

  • Bi-monthly alert with an overview of and link to the latest digital edition of Europe’s most popular packaging publication

Specialist Newsletters

Packaging Markets

  • Food
  • Beverages
  • Cosmetics & Personal Care
  • Pharma & Medical

Industry Segments

  • Corrugated
  • Flexibles
  • Glass
  • Metal
  • Paper & Cartonboard
  • Plastics
  • Wood
  • Labelling
  • Machinery
  • Print

Topics

  • Business News
  • Products & Innovations
  • Sustainability

By clicking "subscribe", you consent for Packaging Europe to hold your details within our system. You may subscribe for free to as many newsletters as you like (including Packaging Europe magazine) and can unsubscribe at any time. Packaging Europe will not sell your data to third parties but reserves the right to occasionally send you carefully selected information on behalf of relevant suppliers.

Packaging Buyers Database

Packaging Europe’s business intelligence service offers direct access to European buyers of packaging. Serving the information needs of packaging buyers, we have built up a contact database of over 60,000 buyers who want to hear from suppliers of packaging suitable to their market segments.


Please select the products you are interested in from the sections below and when you have made your selections, click on confirm, fill out your details and one of our team will attend to your request promptly.


There are 6826 total buyers within the Beverages industry.

  • Select All
  • Alcoholic Drinks (4059)
  • Non-Alcoholic Drinks (2767)

There are 7057 total buyers within the Pharma / Medical industry.

  • Select All
  • Medical Equipment (4556)
  • Pharmaceutical (2501)

There are 15516 total buyers within the Retail industry.

  • Select All
  • Fast Food & Cafes (1986)
  • Retailers (11842)
  • Supermarkets / grocers (1688)

There are 30603 total buyers within the Food industry.

  • Select All
  • Food: Bakery (4826)
  • Food: Cheese (2881)
  • Food: Confectionary (2563)
  • Food: Dairy (2263)
  • Food: Frozen (1795)
  • Food: Fruit and Vegetables (2104)
  • Food: Honey (618)
  • Food: Loose/Dry (2712)
  • Food: Meat, Game and Fish (6109)
  • Food: Oils and Fats (1519)
  • Food: Pet Food (341)
  • Food: Preserved In Cans and Jars (1994)
  • Food: Sauces & Condiments (878)

There are 6801 total buyers within the Other Consumer Goods industry.

  • Select All
  • Cosmetics (3187)
  • Cut Flowers (372)
  • Electrical Appliances (571)
  • Home Cleaning Products (1321)
  • Soaps and Detergents (1177)
  • Tobacco Products (173)

There are 9382 total buyers within the Industrial / Building / DIY industry.

  • Select All
  • Adhesives (1772)
  • Automotive Components (2042)
  • Chemicals (2251)
  • Construction Materials (1455)
  • Paints (1862)
Your Name:
Company Name:
Your Phone:
Your Email:

Your Selections:


  • 0 Products Selected