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Birds Eye Wall's division is to relaunch its enjoy! food range

following disappointing sales, with a packaging redesign, fresh ad

campaign and an exclusive focus on ready-meals.

The revamp comes less than 18 months after the £20m launch of

enjoy!

It centres on the scrapping of unprofitable pasta and vegetable

additions to focus on complete meals. Additions to the range, to be

rolled out later this month, include tandoori and sweet chilli chicken

dishes and vegetable biryani. New packs will feature more prominent

Birds Eye branding.

Unilever chairman Niall FitzGerald conceded, following last week's

results, that the brand has failed to live up to the company's growth

targets.

However, it remains among the company's 400 'core brands', which

generate 84% of revenue and take up 97% of marketing spend.

A company spokeswoman said sales, though disappointing, remained very

healthy. "We overestimated what we could sell in the first year," she

said. "Our targets were ridiculously high."

Analysis, page 17.