MY Cartons, Amcor Group and Van Genechten will work on the packaging, which is set to hit stores in late April. It is part of a 30m rebranding initiative by Unilever Ice Cream and Frozen Foods (ICF) to give its packaging and logo a modern look.

Amcor Group will produce flexible packaging while MY Cartons and Van Genechten will produce cartons for Birds Eye.

All our products will reflect the new layout and logo of the brand. It is an artwork change and it is well within those companies normal service, said Unilever ICF packaging manager Derek Haycock.

According to a Unilever ICF spokesman the redesigned packaging will be different in terms of look and feel. There will also be a new range of products including chicken, fish and vegetables for steaming.

The frozen foods giant has been working on the programme for the past two years. Carter Wong Tomlin designed the new Europe-wide identity and the UK look was implemented by agency Brewer Riddiford. It was appointed last September.

A Carter Wong Tomlin spokeswoman said: The new packaging is designed to bring an element of naturalness and warmth to the products.

Last week Unilever ICF unveiled Birds Eyes new logo. Its ditched the famous seagull in place of a red and orange tear-shaped emblem.

The new packaging and logo will be supported with a TV and print advertising campaign. The changes will also be communicated through in-store point of sale material and roadshows.

Story by Philip Chadwick