Birds Eye is relaunching its entire product portfolio with a fresh new look, as part of a £25m investment for 2007.

The aim of the packaging update is to communicate the taste and freshness of the products and also make it easier for consumers to shop the freezer. According to IRI data, the £4.5bn frozen food market has returned to growth for the first time in several years and is up 3% year-to-date.

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