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BIRDS EYE is an American international brand of frozen foods owned by Pinnacle Foods in North America and by Nomad Foods in Europe.

CONTENTS

* 1 History and production

* 1.1 Europe * 1.2 United States * 1.3 Australia and New Zealand * 1.4 Unilever
Unilever
review, sale to Permira
Permira

* 2 Brands portfolio

* 3 Advertising

* 3.1 Captain Birdseye (United Kingdom) * 3.2 Other advertising

* 4 2013 meat adulteration scandal * 5 References * 6 External links

HISTORY AND PRODUCTION

The brand and its underlying business is held by different owners in various territories:

EUROPE

The Birds Eye
Birds Eye
brand is used extensively throughout the UK and Ireland . In other parts of Europe the Iglo brand is used.

Unilever
Unilever
announced in August 2006 that the business was sold to UK -based private equity group Permira
Permira
.

The company's staple product, the Fish Finger , was developed in 1955 at its factory in Great Yarmouth , by a Mr H A J Scott. One of the company's main UK pea processing sites is in Gipsyville , Hull; the company formerly operated a large pea processing factory in the same area, opened 1967, closed 2007. Birdseye also operated a factory in Grimsby
Grimsby
, founded 1929, closed 2005, with the loss of 650 jobs.

UNITED STATES

As part of General Foods
General Foods
, it merged with Kraft Foods and Philip Morris USA to form the Altria Group . Birds Eye
Birds Eye
was sold to Dean Foods in 1993 and was independently owned by Birds Eye
Birds Eye
Foods of Rochester, New York until it was purchased by Pinnacle Foods in 2009.

In March 2010, Pinnacle announced it would be closing the Rochester headquarters and moving operations to New Jersey.

AUSTRALIA AND NEW ZEALAND

The Birds Eye
Birds Eye
brand is owned by Simplot Australia Pty Ltd, a wholly owned subsidiary of the J.R. Simplot Company . Simplot purchased Birds Eye and many of Australia's leading food brands from Pacific Dunlop's Pacific Brands in the mid-1990s. Today, Birds Eye
Birds Eye
is Australia's leading frozen brand. Birds Eye
Birds Eye
products are produced at the company's processing facilities in Devonport and Ulverstone, Tasmania, and Bathurst, New South Wales, as well as from imported ingredients. Some seafood items are processed overseas and the completed product imported.

UNILEVER REVIEW, SALE TO PERMIRA

On 9 February 2006 Unilever
Unilever
announced it was looking to sell the Birds Eye
Birds Eye
brand, as well as the European version - Iglo (Austria, Belgium, France, Germany, Netherlands and Portugal). These brands were worth £836M in sales, with profits of £115M a year, and employ 3,500 staff across Europe with 1,800 located in the UK. Unilever
Unilever
will retain the Iglo brand in Italy, where frozen food is still popular.

On 28 August 2006, it was confirmed that Unilever
Unilever
had agreed to the sale of the business, held since the late 1930s, to a private equity house Permira
Permira
for £1.2bn.

BRANDS PORTFOLIO

Headquarters in Brighton, Monroe County, New York

Birds Eye
Birds Eye
has acquired many well-established brands, some of which are distributed regionally and not nationally. The following brands are owned and distributed by Birds Eye:

* Bernstein's * Brooks * Comstock Wilderness * C">

1980s campaigns included one for Potato waffles that had a jingle including the words _Waffley versatile_. A popular advertisement for Birds Eye
Birds Eye
Steakhouse Grills featured a scene of hungry building workers heading home in a minibus and singing about what they were hoping their partners would serve with their steak burgers. The song to the tune of _ Que Sera, Sera (Whatever Will Be, Will Be) _ included the tag line "we hope it's chips".

In the late 1970s and early 1980s, June Whitfield appeared in a series of television advertisements for Birds Eye
Birds Eye
products, featuring the concluding voice-over line: ".. it can make a dishonest woman of you!". The series was the brainchild of legendary advertising art director Vernon Howe and was worthy of mention in several of his obituaries.

Since 2007, Suggs , the lead singer of English ska band Madness has been the face of all Birds Eye
Birds Eye
products. The slogan "Good Mood Food" and the Madness song "Our House " is used in all advertisements. From 2010 to 2014, all the Birds Eye
Birds Eye
foods featured a talking puppet polar bear named Clarence (voiced by Willem Dafoe
Willem Dafoe
).

2013 MEAT ADULTERATION SCANDAL

See also: 2013 meat adulteration scandal

In 2013, DNA tests revealed that horsemeat was present in Birds Eye chili con carne that was sold in Belgium and was produced and supplied by a Belgian group named Frigilunch. As a result, Birds Eye
Birds Eye
withdrew all other products produced by the same supplier in the UK and Ireland.

REFERENCES

* ^ Ma, T. (2014). _Professional Marketing and Advertising Essays and Assignments:_. 5. p. 3425. * ^ _A_ _B_ _C_ "Birds Eye: a timeline and history". The Telegraph. 4 July 2010. Retrieved 9 May 2015. * ^ "From pod to pack: The journey of a humble Birds Eye
Birds Eye
pea", _Hull Daily Mail_, 16 August 2015 * ^ Barkham, Patrick (12 January 2007), "\'Buccaneers\' blamed for Birds Eye
Birds Eye
closure", _The Guardian_ * ^ "600 jobs to go at Birds Eye
Birds Eye
plant". BBC News. 7 October 2004. Retrieved 9 May 2015. * ^ "New Jersey\'s Pinnacle Foods buys Birds Eye". _NJ.com_. Retrieved 15 March 2015. * ^ " Birds Eye
Birds Eye
plans to close N.Y. headquarters after acquisition by N.J.-based Pinnacle Foods" NJ.com, March 2010 * ^ " Birds Eye
Birds Eye
brands sold for £1.1bn" BBC news, 28 August 2006 * ^ Birds Eye
Birds Eye
Foods: Brands Archived 12 April 2008 at the Wayback Machine . * ^ "The Snyder of Berlin Story - Timeline". Snyder of Berlin. Retrieved 24 January 2016. * ^ " Captain Birdseye actor John Hewer dies". The Telegraph. 19 March 2008. Retrieved 9 May 2015. * ^ " Birds Eye
Birds Eye
unveils new logo and packaging". Packaging News. 19 August 2014. Retrieved 17 February 2017. * ^ Steakhouse Grills Advert at Do you Remember. Retrieved 17 July 2014 * ^ "UK television adverts 1955-1985". _headington.org.uk_. Retrieved 15 March 2015. * ^ "The Independent - 404". _The Independent_. Retrieved 15 March 2015. * ^ "Vernon Howe". _Telegraph.co.uk_. 8 December 2003. Retrieved 15 March 2015. * ^ _A_ _B_ " Horsemeat scandal: Birds Eye
Birds Eye
withdraws UK ready meals". _BBC News_. 22 February 2013. Retrieved 22 February 2013.

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