US frozen vegetable producer Birds Eye Foods has said it has introduced newly designed packaging for its Birds Eye brand that will begin appearing in grocery stores in early October.

The company said the new packaging - to be used for Birds Eye's entire line of 150 products - features enhanced imagery with colourful photography to convey the "just picked" quality and taste of the vegetables inside.

"The new Birds Eye packaging boldly reflects freshness, taste, quality and nutrition; while also debuting our brand promise to deliver market-fresh taste in everything we make," said David Hogberg, executive vice president of sales, marketing and business development.

The brand's new packaging also marks the beginning of the company's major public relations campaign to encourage consumers to eat more frozen vegetables.