Birds Eye Frozen Poultry

The performance moved the brand seven places up the rankings to 50.

With total Birds Eye brand sales in excess of £500m, the company claims to be the frozen food category's brand leader, and the only cross category supplier, selling into a variety of sectors, although it is best known for fish, poultry and vegetable products, where sales growth has been strongest overall.

Marc Kernic, Birds Eye's customer marketing director, attributes a group-wide demand increase to media promotions in the second half of last year.

He suggests the company works hard to engage retailers, “providing objective recommendations on range, space and flow to maximise category performance as well as taking initiatives to improve on-shelf availability.”

These elements, he says, along with sharing information on how shoppers manage the category, and elements that help to trigger buying decisions, are all important aspects of working with customers. Kernic says Birds Eye often tailors information for individual retailers.

2007 £113.4m
2006 £103.3m
yoy change 9.7%