The new look is intended to differentiate the Chargrills range from Birds Eye’s other chicken products.
“We wanted to create a ‘grilled’ personality for Chargrills, to give it standout from the other chicken ranges. The name Chicken Chargrills wasn’t being used effectively to bring the products to life, in the previous design,” said JKR account manager Jovan Buac.
The London-based design agency created a Tex-Mex style design, with a deep orange sunset depicted in the design.
The designs use vibrant colours to denote the different flavours and help the range stand out in store freezers.
JKR has worked on a number of Birds Eye projects, including creating the current logo.
The new designs were launched this week.