Why Birds Eye decided to kill its ‘Inspirations’ fish range

Birds Eye has scrapped its premium frozen fish brand, Inspirations, and moved all the products in the range under the Captain Birds Eye umbrella as the brand looks to capitalise on “one of the most distinctive assets in the food industry”.
Speaking to Marketing Week, Birds Eye’s UK general marketing manager for fish, Rebecca Nascimento, says the company’s “premium identity” was born after recognising it needed to play in the growing premium frozen fish catego