Birdseye.co.uk is being promoted on all packaging and advertising and was developed by Zentropy Partners.
"It will give people constant access to information on Birds Eye food, whether they're interested in salt levels, fat content, or how and why we freeze food," said brand director Jerry Wright.
The launch comes as the Unilever-owned company embarks on the next phase of its 'eat well' TV campaign, carrying the tagline 'Who cares if you eat well? Birds Eye cares'.
The ad by McCann-Erickson, which broke on Monday, is for Birds Eye chicken fillets in sauce. It is set around a dinner party table and features the voice of actor James Nesbitt and the music of Bob Marley. It forms part of the £25m Birds Eye has invested into the 'eat well' initiative for 2003 and is the third TV ad to run this year.
The initiative answers a backlash against frozen food driven by celebrity chefs extolling the virtues of fresh produce.
.jpg)
.jpg)