Working to make sure consumers prefer our food

At Birds Eye, creating great tasting products that meet everyday consumer needs for a balanced diet is at the heart of everything we do. Having loyal and satisfied families who buy our products regularly is fundamental to our success as a business. This success breeds further success for our business partners, suppliers and company colleagues. It is this basic principle that underpins how Sustainable Development is achieved and enables us to have a positive impact on the local communities in which we operate or have an impact on enabling us to meet our Forever Food Values and hence travel on our Forever Food Journey.

If you're concerned that buying convenient, frozen food is less healthy than using fresh produce, we're delighted to tell you there's no need to worry. It's an established scientific fact that frozen vegetables can contain more vitamins and nutrients than so called 'fresh' products.

That's because we cut down on the time that vitamins can be lost between harvest and home preparation - by freezing them to lock in the freshness.

Nutrients and vitamins: that's what we lock in to all of our foods.

What we've stripped out are additives, preservatives, artificial colourings and artificial flavourings.

In fact, our food is made using only the ingredients you'd find in your own kitchen cupboard. We hope you think that's reassuring.

And although we're all encouraged to eat 5-a-day and make sure we eat a healthy, balanced diet, in today's busy world, it can be difficult to lead a healthy lifestyle.

So we include products in our range to help you get that varied, balanced diet - with no mess and no fuss. Things like our Simply Bake to Perfection fish range. Every meal is easy to prepare - there's no need to touch raw fish, and there's no special skill involved. There are also no unwanted aromas in the kitchen: just perfectly cooked, delicious fish without the fuss.

You asked us:

What does Sustainable Development Mean to Birds Eye?

Sustainable development is most commonly defined as meeting the needs of the present without jeopardizing the ability of future generations to meet their own needs. That's why we're calling our programme 'Forever Food', we're making sure that the way we produce food for consumers today will allow our children and children's children to harvest the Earth's food resources as well.