Birds Eye boss leads frozen fightback

By Rod Addy

- Last updated on GMT

Related tags: British frozen food, Leadership

Frozen food has lacked strong branded leadership, but could become more successful by focusing on its strengths with the addition of significant marketing investment, according to Birds Eye Iglo boss Martin Glenn.

In this exclusive podcast at the British Frozen Food Federation’s annual conference in Warwickshire, Glenn tells Rod Addy frozen food has suffered from the success of the chilled food category. “The rise of the chilled food market about 20 years ago made frozen food look old fashioned,”​ he says.

Not modernised

The category has still not modernised to address this problem, he says, because it has “lacked a strong brand leader”​. However, Birds Eye Iglo Group chief executive Glenn believes the company can fulfil that role and drive up frozen food sales as a whole.

Birds Eye had engaged in considerable innovation in the past few years, focusing on the core areas of fish, vegetables and lean protein. The firm planned to do much more in these areas, he said.

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