A tsunami of very big problems
Challenges the brand faced
Wrong marketing strategy, wrong innovation focus
Prior to Nomad Foods Europe's intervention, Birds Eye was subject to a Masterbrand strategy. It was bland and failed to offer the necessary differentiation for the business' core categories. Additionally, the business had turned even further away from protecting its core business, by driving innovation in 'white spaces'. Although it opened new territories, e.g. breakfast, the opportunities weren't big enough to balance the losses experienced in core.
External pressure
The frozen food category was in steady decline, largely driven by Birds Eye's performance. Saving...