Birds Eye

What Birds Eye does

Birds Eye is a UK and Ireland-focused frozen food brand and a wholly-owned subsidiary of Nomad Foods, Europe's leading frozen food company. Founded in 1924 and headquartered in Woking, England, the company offers a comprehensive frozen product portfolio spanning fish (fish fingers, coated fish, Captain's Discoveries), chicken (chargrilled, nuggets, marinated products), vegetables (peas, sweetcorn, Steamfresh range), ready meals (Inspirations, Get Real), potato waffles, beef burgers, pies, and a plant-based sub-brand called Green Cuisine. The underlying technology is Individual Quick Freezing (IQF), which the company uses to freeze peas within 2.5 hours of harvest to lock in nutrition — a capability it leverages as a brand messaging pillar around nutrition and reduced food waste versus fresh produce.

Birds Eye operates a consumer packaged goods business model, generating revenue through retail sales of branded frozen products via UK supermarket chains. Distribution is exclusively through physical retail (no direct-to-consumer e-commerce), with strategic retailer partnerships — Tesco is named as the launch partner for new Steamfresh SKUs — and cross-brand collaborations (Tefal for air fryer co-marketing; Sauce Shop for co-branded flavored chicken). Marketing combines recipe content on its own website, broad social media presence across Facebook, Instagram, Pinterest, YouTube, TikTok, and X, and celebrity chef partnerships such as DJ BBQ for the Green Cuisine range. The company targets general consumers and families seeking convenient meal solutions, with secondary segments in health-conscious shoppers (leveraged via non-HFSS positioning) and vegetarian/vegan consumers (via Green Cuisine).

Recent strategic activity has centered on range innovation — notably the 10.7% value-sales growth of the Steamfresh range and its March 2026 expansion with rice and noodle dishes — and partnership-driven marketing. Birds Eye does not disclose standalone revenue or headcount data, and operates within the broader Nomad Foods portfolio structure, with shared data-protection oversight ([email protected]) and a careers page hosted by the parent company.

Name

Birds Eye

Legal name

Birds Eye Limited

Website

https://birdseye.co.uk

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Short description

Birds Eye is a UK and Ireland frozen food brand and subsidiary of Nomad Foods, selling fish, chicken, vegetables, ready meals, and a Green Cuisine plant-based range through major supermarket retailers, targeting families and health-conscious consumers with convenient IQF-frozen meals.

Ownership category

akta.pro rank

Product category

Frozen Packaged Foods

NAICS

Seafood Product Preparation and Packaging (31171), Frozen Specialty Food Manufacturing (311412), Frozen Fruit, Juice, and Vegetable Manufacturing (311411), Poultry Processing (311615)

SIC

Prepared Fresh Or Frozen Fish & Seafoods (2092), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Sausages & Other Prepared Meat Products (2013), Food And Kindred Products (2000)

akta.pro primary industry

Frozen Prepared Foods & Meals Manufacturing (AFAKACAH)

akta.pro secondary industries

Frozen Meat, Poultry & Seafood Manufacturing (AFAKACAG), Frozen Fruits & Vegetables Manufacturing (AFAKACAF), Frozen prepared meals & entrées manufacturing (AFAKAHAA), Frozen Snacks & Appetizers (CRADADAD)

Keywords

• Frozen food products
• Frozen seafood
• Frozen vegetables
• Meat-free alternatives
• Ready meals

Headquarters

HQ city

Feltham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Packaged Goods - Retail Sales: Birds Eye generates revenue through sale of frozen food products to consumers via supermarket and retail chains. Products include frozen fish, chicken, vegetables, and meat-free alternatives sold through major UK retailers.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Birds Eye manufactures and sells a comprehensive range of frozen food products across the UK and Ireland, spanning frozen fish and seafood, frozen vegetables, frozen chicken, meat-free meals under the Green Cuisine sub-brand, potatoes, ready meals, frozen red meat burgers and steaks, and pies and pastries. Products are processed using Individual Quick Freezing (IQF) technology, with peas frozen within 2.5 hours of picking, to lock in nutrition and freshness for retail consumers.

Product overview

Birds Eye is a frozen food company offering a comprehensive range of frozen food products. The portfolio spans multiple categories including Frozen Fish and Seafood (Fish Fingers, Coated Fish, Captain's Discoveries), Frozen Vegetables (Garden Peas, SteamFresh Range, Supersweet Sweetcorn), Frozen Chicken (Chicken Shop marinated products, Chargrilled Chicken, Nuggets and Dippers), Meat-Free Mealtimes under the Green Cuisine sub-brand, Potatoes (Chips and Potato Waffles), Ready Meals (Birds Eye Get Real, Inspirations Stir Cook Meals), Frozen Red Meat (Beef Burgers), and Pies and Pastries. Products are designed for home cooking with simple preparation methods (oven baking, microwave, boiling) and emphasize quality ingredients such as 100% chicken breast and wild caught fish.

Differentiator

Problem solved

Functional benefit

Brands

• Green Cuisine: Meat-free and plant-based product range offering vegetarian and vegan frozen food options including chicken-free nuggets, burgers, sausages, and meatballs.

Products and services

• Frozen Fish and Seafood Range of frozen fish products including Fish Fingers (100% wild caught fillet), Coated Fish (battered and breaded cod fillets), Captain's Discoveries premium fish varieties, and Sharing Range products. Designed for family meals and quick preparation.
• Frozen Vegetables Range of frozen vegetables including Garden Peas, Natural Vegetables, and the SteamFresh Vegetable Range designed for microwave cooking. Peas are picked and frozen within 2.5 hours to retain nutrients and flavor.
• Frozen Chicken Range of frozen chicken products including Chicken Shop (marinated and seasoned strips), Breaded & Battered Chicken, Chargrilled Chicken (Original, Peri Peri, Sweet & Sticky BBQ), Chicken Nuggets/Dippers/Nibbles, Filled Chicken, and Chicken Burgers. Made with 100% chicken breast.
• Meat-Free Mealtimes (Green Cuisine and Veg Foods) Plant-based frozen food range including the Green Cuisine sub-brand with chicken-free nuggets, burgers, sausages, and meatballs, plus Veg Foods offerings. Targets vegetarians, vegans, and flexitarian consumers seeking protein-rich meat alternatives.
• Potatoes (Chips and Potato Waffles) Frozen potato products including Chips and Potato Waffles for use as side dishes or breakfast items.
• Ready Meals Ready meal range including Birds Eye Get Real (wholesome frozen meals), Curries, and Inspirations Stir Cook Meals featuring Asian-inspired recipe kits.
• Frozen Burgers and Steaks Frozen red meat range including Premium Beef Quarter Pounders, Inspirations 5oz Beef Steak Burgers, and frozen steaks.
• Pies and Pastries Frozen savoury pies and pastries made with light shortcrust pastry and meaty fillings in rich gravy, designed to bring families together at mealtimes.
• Steamfresh Rice and Noodle Dishes

Quantifiable outcome

• Steamfresh range grew 10.7% in value sales in the year to 24 January 2026

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Sauce ShopminorStrategic or Co-development Partner · 1 March 2026Birds Eye partnered with Sauce Shop, a hot sauce brand, to launch chicken wing SKUs with flavored coatings. This co-branded product development brings Sauce Shop's sauce flavors into Birds Eye's frozen chicken product line.
• TefalcoreGTM or Marketing Partner · 11 October 2025Birds Eye and Tefal announced a 'A Better Everyday' partnership campaign in the UK to promote the versatility of air fryers and their respective products. The campaign emphasizes convenience and efficiency of air fryers for preparing traditional meals, combining Birds Eye frozen foods with Tefal air fryer products for smart cooking solutions and consumer convenience.
• Nomad FoodscoreOthersBirds Eye is owned by Nomad Foods, one of Europe's leading frozen food companies. Nomad Foods owns multiple frozen food brands and manages the Birds Eye brand as part of its portfolio.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Young's Seafood: Young's Seafood is a leading UK frozen and chilled seafood brand (Fish Fingers, Gastro products). It is one of the closest direct competitors to Birds Eye's fish fingers and coated fish range and competes for the same supermarket shelf space and family-meal occasions.
• Bernard Matthews: Bernard Matthews is a UK frozen turkey and chicken products brand (turkey dinosaurs, turkey steaks, chicken products). It competes directly with Birds Eye's frozen chicken range and ready meals across the same family-meal occasions and supermarket channels.
• Findus: Findus is a European frozen food brand owned by Nomad Foods (Birds Eye's parent) and historically a direct competitor to Birds Eye in frozen fish, ready meals, and vegetables across continental Europe. It is highly comparable in product mix and category.
• Aunt Bessie's: Aunt Bessie's is a UK frozen brand best known for Yorkshire puddings, roast potatoes, and frozen accompaniments. It is also owned by Nomad Foods and complements Birds Eye in the UK frozen meal accompaniments category with comparable supermarket distribution.
• Iceland Foods: Iceland is a UK frozen food specialist retailer that also sells own-label and branded frozen products (incl. luxury ranges). It is identified as a major UK frozen food competitor and competes directly with Birds Eye across fish, ready meals, and frozen vegetable categories.
• Richmond (Mars): Richmond is a UK frozen sausage brand owned by Mars, with strong family-meal positioning across UK supermarkets. It competes directly with Birds Eye's frozen red meat and chicken ranges for family weeknight occasions and similar shelf real estate.
• McCain Foods: McCain is a global leader in frozen potato products and frozen prepared foods with strong UK presence (McCain Foods GB). It is one of the major UK frozen food players identified alongside Birds Eye and shares comparable retail channels, product breadth, and CPG go-to-market model.

Emerging players

• Quorn: Quorn is a UK-based meat-free brand with deep plant-based R&D and broad frozen and chilled meat-alternative SKUs. It competes directly with Birds Eye's Green Cuisine range and is one of the leading pure-play meat-free brands in UK retail.

Broad incumbents

• Bakkavor: Bakkavor is a major UK fresh-prepared food manufacturer and one of the identified players in the UK frozen market. While more chilled-led, it competes with Birds Eye for ready-meal occasions and major UK retailer relationships.
• Greenyard Frozen: Greenyard is one of the major European frozen food players identified alongside Birds Eye in the UK frozen market outlook, with broad frozen vegetable, fruit, and prepared meal operations. Comparable as a multi-category frozen CPG with overlapping retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BirdsEyeUK
• YouTubeyoutube.com/user/BirdsEyeChannel
• Facebookfacebook.com/birdseye
• Instagraminstagram.com/birdseyeuk
• Pinterestuk.pinterest.com/birds_eye
• TikToktiktok.com/@birdseyeuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Birds Eye