Birds Eye to share marketing strategy, introduce new products at Partnership for a Healthier America summit

PARSIPPANY, N.J. — Pinaccle Foods brand Birds Eye has encouraged kids to eat their vegetables while simultaneously increasing its sales — and health advocates are taking notice. The frozen vegetable brand was invited to share its strategy at the Partnership for a Healthier America's 2013 Building a Healthier Future Summit this week.

Sally Genster Robling, president of the Birds Eye frozen division at Pinnacle Foods, will discuss the company's successful partnership with Nickelodeon, and Birds Eye executive chef Michael Christiansen will share his secrets for cooking for kids, based on his own experience as a father. He'll also offer summit attendees tastings of the company's four new additions to the Birds Eye Family-Approved Steamfresh Chef's Favorite line, which are expected to hit grocery stores in the next few months.

Birds Eye went to the source for advice on how to make vegetables more appealing to kids. Thanks to its partnership with Nickelodeon, the company received more than 16,000 kid-created recipes through the "iCarly iCook with Birds Eye" campaign, and used those recipes as inspiration for new recipes and ideas, including the new Steamfresh Chef's Favorite products.

The company has invested $6 million toward encouraging kids to eat more vegetables and committed to a three-year partnership with PHA last year. While the cause is a good one, it turns out it's also lucrative. On Thursday, Birds Eye released its "2012 Progress Report," which showed significant increases in sales and overall growth in frozen vegetables during the promotional period. It also showed that Birds Eye was responsible for more than one-third of the frozen vegetable growth in the United States, according to a company press release.

For Birds Eye recipes and cooking ideas, visit

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