It has appointed design agency Brewer-Riddiford to develop a more contemporary look for the brand to achieve greater standout in-store.
The brief will encompass packaging for products launching in 2004, believed to include a healthy frozen range aimed at children and a series of family-oriented ready meals.
Unilever ICF's director, Jerry Wright, said the revamped packaging would help drive sales alongside an overhaul of Birds Eye's brand communications.
The makeover comes as Birds Eye's entire brand positioning is under review. A separate advertising review is under way, and incumbent McCann-Erickson has been shortlisted alongside Abbott Mead Vickers BBDO, Bartle Bogle Hegarty and J Walter Thompson.
"Our focus is very much on high-quality, natural ingredients, and we are looking for a powerful idea to reflect that and build the Birds Eye brand," Wright said.
He denied that the demise of the Enjoy! product range had deterred the business from continuing with its innovation strategy, and declined to comment on the implications of the Food Standards Agency report on marketing to children.
The Birds Eye relaunch is likely to take place next April, but Wright refused to comment on the marketing spend behind the strategic overhaul.
The Captain Birdseye product range, whose advertising is overseen by HHCL\Red Cell, is unaffected by the review.
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