Captain Birds Eye, the familiar face of UK frozen food brand Birds Eye, is to get a makeover to make the brand appear more health conscious.

Anglo-Dutch consumer products giant Unilever, which owns the brand, is to invest £20m (US$36.2m) in an advertising campaign aimed at boosting sales and repositioning the brand to appeal to health conscious consumers, reported the Sunday Times.

A new logo will replace the current logo, which has not been altered for 66 years. The packaging of Birds Eye products will also emphasise the food’s lower fat and salt content.