When Nomad Foods acquired the assets of Birds Eye Iglo Group in 2015, the brands under the EU frozen fish giant had, by some accounts, lost some of their luster.
“The acquisition triggered a real rethink of our global brand vision and strategy,” Birds Eye Marketing Director Steve Challouma told IntraFish. “The previous strategy was very much around the expansion into new categories, and new occasions. That was great and generated nice incremental sales, but meanwhile some of the core ‘hero’ products went into decline because we weren’t focusing on them.”
