UK-based Nomad Foods, the parent company of the Birds Eye, Iglo and Findus frozen food brands in Europe, said it is putting all available firepower into a promotional campaign in the company's key UK and Italian markets in the second half of the year.

The intensified marketing effort in part is designed to blunt gains made over the last few years by private label frozen food rivals.

The marketing effort will lean heavily on consumers recognition of the "iconic" Captain Bird's Eye and Captain Findus mascots, Nomad Foods CEO Stefan Descheemaeker told analysts during the company's second quarter conference call on Thursday.