Birds Eye
Frozen vegetable brand known for quality and convenience.
PE-OWNED
Acquired by Permira2009-01-01
What Made It Great
Flash-frozen vegetables that taste as good as fresh.
What PE Will Likely Do
Birds Eye will start using lower quality, cheaper vegetable ingredients in their frozen vegetable products
Birds Eye will reduce the package sizes of their frozen vegetable products while maintaining or increasing prices (shrinkflation)
Birds Eye will switch to lower-cost vegetable suppliers and manufacturing options, impacting freshness and taste
Birds Eye will alter their product recipes to reduce costs, potentially changing the flavor and texture of their frozen vegetables
Expected Timeline
“0 to 6 months months”
Minimal visible changes as ownership transition occurs
“6 to 12 months months”
Behind-the-scenes supplier and formula changes begin, quality starts to decline
“12 to 24 months months”
Consumers start noticing quality differences in Birds Eye products, complaints increase, brand reputation begins to suffer
Similar Cases
Other companies that followed a similar path after PE acquisition
What You Can Do
Actions
Be on the lookout for changes in the quality, taste, and freshness of Birds Eye frozen vegetable products
Compare Birds Eye products to competing brands to notice any degradation in quality
Consider switching to alternative frozen vegetable brands that prioritize quality over cost-cutting
Alternatives
Look for family-owned or employee-owned businesses