Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market

This memo presents the Birds Eye Foods brand, its competitor Green Giant, and a brief summary of the frozen vegetables market.
Birds Eye Foods
Within the large market for frozen foods, I chose the Birds Eye Foods line of frozen vegetables for my brand analysis. I chose the Birds Eye Foods company and its line of frozen vegetable products because the technology behind the company’s products truly fascinates me. From the early technique of “flash-freezing,” to the modern feature of steaming vegetables inside the bag, I have a particular fondness for such innovative food preparation techniques.
Birds Eye Foods has a long history dating back to 1927 when Clarence Birdseye discovered a way to “flash-freeze” food. Initially the technique was used for meat products, however eventually the practice spread to almost every corner of the grocery store. The company Birds Eye Foods has had many owners over the years, and even now the international businesses operating under the same name are separately owned. Since about the year 2000, Birds Eye Foods has focused primarily on producing and marketing frozen vegetables, both through branded and non-branded strategies.
Green Giant
The Green Giant brand of frozen vegetables immediately stood out to me as a key competitor to Birds Eye Foods. As I looked through the frozen foods aisle in the supermarket, I noticed that Green Giant offers a line of frozen vegetable products that is complementary to Birds Eye Foods’. Green Giant frozen vegetables are preserved with the same “flash-freeze” technique as Birds Eye Foods’, which locks in freshness. Green Giant also offers a line of frozen vegetables which can be steamed right inside their store-bought bag. Further, Green Giant has taken a stab at the health-foods segment of the market by selling a line of boxed frozen vegetables called “Healthy Weight.”
Green Giant last year became the first frozen vegetables distributor to feature sauce on vegetables, inside a steaming-ready bag. New innovations like this are grabbing market share away from historically dominant players in the frozen vegetables sub-category, like Birds Eye Foods. Because of innovations like this, Green Giant is continuing to see sales growth.
Frozen Vegetables Market
The frozen vegetables sub-category is part of the overall frozen foods industry. Despite the economic downturn, the frozen foods industry and frozen vegetables sub-category of goods are actually growing slightly. This sub-category includes frozen peas, corn, green beans, broccoli, cauliflower, carrots, mushrooms, and potatoes, for example. Vegetables are “flash-frozen” using a technique which preserves their juiciness and freshness when thawed. Innovations in this sub-category include mixing different vegetables together, and adding sauces to the vegetables. The frozen vegetables sub-category in terns of sales is not very large to begin with, though its participants continue to find innovative ways to expand product lines and grow sales, regardless.
In the coming months, I intend to perform an analysis of the frozen vegetables market, and recap and contrast the marketing strategies of Birds Eye Foods and Green Giant. I will also develop a three-point plan for Birds Eye Foods to use in improving its competitive position within the frozen vegetables sub-category. I have attached an annotated bibliography containing sources I may use to complete the analysis. The full report will be delivered to you in person on November 30.

Other posts on Birds Eye:
Birds Eye Foods Memo, Competitors, Brand, Summary of Frozen Vegetables Market
Birds Eye Foods Brand Analysis and Comparison with Competitor Brand: Target Market Segmentation Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Distribution
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Promotion
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Pricing
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Product Positioning and Strategy
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables-- Brand Recommendations
Brand Analysis Report: Birds Eye Foods vs. Green Giant Frozen Vegetables, Full Report
Brand Analysis Report: Birds Eye Foods Frozen Vegetables; Review of Product Sub-Category
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Full Document
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 1
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 2
Annotated Bibliography for Birds Eye Foods’ Frozen Vegetables, Part 3

Attached: Annotated Bibliography