Birds Eye® Supports New USDA MyPlate Icon, Commits to Make It Easier for Americans to Fill Half Their Plates With Vegetables and Fruits

MOUNTAIN LAKES, N.J. (June 2, 2011) -- Starting today, Americans are encouraged to fill half their plate with vegetables and fruits – a significant, positive change that could make a powerful difference in their overall health and weight. Birds Eye, the country's leading brand in frozen vegetables, supports the new plate-shaped icon, unveiled today by the U.S. Department of Agriculture (USDA), and is committed to helping the country put this great simple initiative into practice.

The new MyPlate icon is a plate divided into four color-coded sections representing vegetables, fruit, grains and protein, with dairy on the side. The easy-to-interpret design is meant to help consumers make healthier food choices – including eating more vegetables. Considering only 6 percent of the population meets the daily goal for vegetables(1), there's work to be done to achieve these new guidelines. 

That's why Birds Eye is on a mission to make vegetables easy, delicious and accessible for everyone.  With more than 40 unique vegetables offered and countless ways to enjoy them, from pure and simple vegetables and steamed varieties, to veggie focused recipes and complete vegetable rich meals, Birds Eye gives consumers limitless possibilities to get vegetables on their plates every day.

"At Birds Eye, we want to help consumers unlock the wonder of vegetables," said Rodrigo Troni, vice president of marketing for Birds Eye, who was present at the unveiling of the new food icon. "Our many products make it easier for families to fill half their plates with vegetables. Birds Eye is committed to giving consumers a great variety of delicious, nutritious vegetables in the frozen aisle."

As part of its mission, Birds Eye will be actively supporting MyPlate to help make the vegetable goal more easily attainable for Americans. The company is also continuing its "Feed Kids Better" initiative to benefit Share Our Strength's No Kid Hungry Campaign™.  The program helps provide children with access to vegetables to eat them more often. Birds Eye and Share Our Strength are connecting children with the nutritious food they need and love in order to lead healthy, active lives. 

Consumers looking for serving ideas, cooking tips and easy recipes to help make vegetables the stand-out on their plates can visit www.facebook.com/birdseyevegetables or www.birdseye.com. In addition, consumers can visit www.choosemyplate.gov for additional information MyPlate.

Source:
(1) National Action Plan: 2010 Report Card, 2010. National Fruit and Vegetable Alliance. Web.
http://www.nfva.org/pdfs/nfva/FINALNAP2010.pdf

About Birds Eye
Birds Eye® unlocks the wonder of vegetables and makes them accessible and enjoyable to everyone, everyday. Using vegetables picked and frozen at their peak of freshness, Birds Eye® helps Americans make vegetables a meaningful part of everyday life. Providing a range of tasty and exciting solutions that make eating vegetables a memorable taste experience, Birds Eye® has something for everyone: with pure and simple vegetables under the Birds Eye®, C&W®, Freshlike® and McKenzie's® brand names; Birds Eye Steamfresh® vegetables and vegetable rich blends; and Birds Eye Voila!® complete frozen meals. For more information on Birds Eye® visit www.birdseye.com or www.facebook.com/BirdsEyeVegetables.

About Pinnacle Foods Group LLC
Millions of times a day in more than 85% of American households, consumers reach for Pinnacle Foods brands. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Mountain Lakes, NJ, our business employs more than 4,500 people in North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 8 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Mrs. Butterworth's® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye® vegetables, Birds Eye Steamfresh®, C&W®, McKenzie's® and Freshlike® vegetables, Birds Eye Voila!® meals, Aunt Jemima® frozen breakfasts, Swanson® and Hungry-Man® dinners and entrees, Van de Kamp's® and Mrs. Paul's® seafood, Lender's® bagels and Celeste® frozen pizza. Our Specialty Food group manages Tim's Cascade Snacks®, Hawaiian™ Kettle Style Potato Chips Snyder of Berlin® and Husman's® in addition to our food service and private label businesses. Further information is available at www.pinnaclefoods.com.