European frozen food maker Iglo Group has said it plans to change the way people think about frozen food in a bid to double its size by 2020.
The company said it aims to reach sales of EUR3.2bn (US$4.4bn) by 2020 by expanding the reach of its brands to products that can be used in “every meal, every day, by everybody”.
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Innovation and a “new approach” to marketing are central to its growth plans, Iglo said.
“We are entering an exciting new era for Iglo Group that will focus on creating better meals together for our consumers. Innovation will be key, I want to make Iglo Group an innovation machine that creates great new products that cater to a wider audience and meals that we don’t currently serve,” CEO Elio Leoni Sceti explained when he unveiled the new strategy today (18 November).
Earlier this year, the company confirmed it is tendering its advertising contract in a bid to strengthen perceptions around its key brands, which include name-sake Iglo and Birds Eye.
In its announcement this morning, the group revealed it has selected Havas Worldwide to be its new global brand positioning and advertising agency. Iglo will work with Havas to change its marketing approach, with an added focus on digital, the company said.
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By GlobalData“I want to shift consumer perceptions and behaviour by changing the consumer view of frozen food from desperation to inspiration. The appointment of Havas as our new marketing agency and the new strategy will be central to this. Creation of an internal digital hub will also make sure we are where today’s consumers are and we’re there when they ask ‘What’s for dinner tonight’?” Sceti added.
The company is also shifting its focus from families with young children, which have previously been central to Iglo’s marketing and innovation strategy. Early signs of this new emphasis came in September, when the group revealed that it is targeting the adult market with the launch of a new fish cake product.
