Celebrity Chef Melissa d’Arabian and Birds Eye® Vegetables Step Up To The Plate to Find New Ways to Get Picky Eaters Eating Healthier

-Less than 10% of Americans are eating the recommended amount of vegetables-


PARSIPPANY, NJ (September 25, 2014) – Birds Eye® frozen vegetables today announces a partnership with celebrity chef Melissa d’Arabian to make a difference and help parents dealing with picky eaters by showing how to get kids to eat more veggies. The two have created delicious, quick, veggie-filled recipes using Birds Eye’s Recipe Ready line, which includes blends of pre-chopped, sliced and diced vegetables that make mealtime easier for families by cutting down the prep time. And, the ever budget-conscious cook has found a kindred spirit in Birds Eye’s affordable, high-quality veggies.As a New York Times best-selling author, host of FoodNetwork.com’s The Picky Eaters Project, and mother of four, Melissa is a trusted, go-to resource for home cooks everywhere. Using Birds Eye’s extensive product line, Melissa shares tips and strategies to get even the pickiest eaters to enjoy their veggies.

“I’m proud to partner with Birds Eye, the expert in frozen vegetables,” said Melissa d’Arabian. “Birds Eye products are a great way to get more veggies on the table, as they are not only convenient, nutritious, and available year-round at affordable prices, but also delicious!”

Birds Eye’s Step Up To The Plate campaign is addressing the reality that America is in a veggie rut, as 9 out of 10 people do not eat enough vegetables. As the leader in the frozen vegetables category, Birds Eye is in a unique position to move the needle on vegetable consumption in the country.

“We’re thrilled to have Melissa d’Arabian Step Up To The Plate with Birds Eye vegetables,” said Mike Barkley, senior vice president of marketing for Birds Eye. “Her success with picky eaters, coupled with her passion for healthy living, makes her the perfect partner in our quest to help parents incorporate more vegetables into meals and show kids how delicious they can be.”

Melissa and Birds Eye vegetables combined their expertise in helping parents with picky eaters to develop the following tips:

  • Fresh or frozen, it’s important to incorporate veggies in every meal.
    • “9 out of 10 people don’t get the proper amount of vegetables on a daily basis, so it’s becoming increasingly imperative to include veggies with every meal,” said Melissa. “From a nutrition standpoint, there is little to no difference between fresh and frozen vegetables. For example, at Birds Eye, they flash freeze their veggies within four hours after harvest, locking in peak freshness, nutrients, taste, and color. That’s why I always keep a variety of frozen Birds Eye vegetables in my freezer. They’re quick, delicious, and a great ally in getting a nutritious dinner on the table on even the busiest of nights.”
  • You can get picky eaters more interested in dinner by involving them in the meal preparation.
    • “I have some picky eaters myself, and I find that they get more excited about dinner when I engage them by including them in the meal prep,” stated Melissa. “Even something as simple as picking out which Birds Eye vegetable we’re going to eat that night can get my kids more interested in dinner!”
  • Keep your family interested by mixing up the veggie and flavor profiles.
    • “It’s no secret that people get bored by the same type of meal or flavor, so change up the veggies you serve and the flavor profile with which you serve them,” remarked d’Arabian. “Luckily, Birds Eye provides families with more than 40 unique vegetable varieties year round at affordable prices, so you can mix up your meal ideas all year!”
  • Introduce new foods slowly, pairing them on the table with familiar foods.
    • “We all know how hard it is to get kids to eat new foods, so be sure to introduce new foods and tastes slowly – developing healthy eating habits is more a marathon than a sprint,” acknowledged Melissa. “Don’t overwhelm kids with a dinner full of all-new foods.  Serve new dishes alongside family favorites.  Serve your family’s favorite dips, salsa or hummus with veggies to get them more willing to expand their palate.”
  • Look for alternative vegetable occasions, including breakfast.
    • Melissa exclaimed, “Veggies aren’t just for dinner! Another option for parents to help ensure their kids get the proper amount of vegetables is by combining Birds Eye frozen fruit and veggies to create fantastic smoothies. These are great for those mornings when you’re on the run, kicking off your day with delicious servings of fruit and vegetables!”

All of Melissa’s recipes with Birds Eye veggies illustrate how to put these tips into action. Check out www.BirdsEye.com or like Birds Eye’s Facebook page to see her original Birds Eye recipes!

*Statistics from USDA State of the Plate


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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. Birds Eye® is a portfolio brand of Pinnacle Foods Inc.


About Pinnacle Foods
In more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is ranked on Fortune Magazine's 2014 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 4,400 employees. We are a leader in the shelf-stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 of the 13 major categories in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® and Vlasic Farmer’s Garden® shelf-stable pickles, Wish-Bone® and Western® salad dressings, Mrs. Butterworth's® and Log Cabin® table syrups, Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Duncan Hines® Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Freshlike® frozen vegetables, Birds Eye Voila!® complete bagged frozen meals, Van de Kamp's® and Mrs. Paul's® frozen prepared seafood, Hungry-Man® frozen dinners and entrées, Aunt Jemima® frozen breakfasts, Lender's® frozen and refrigerated bagels, and Celeste® frozen pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® kettle style potato chips, Erin's® popcorn, Snyder of Berlin® and Husman's® snacks in addition to our food service and private label businesses. Further information is available at http://www.pinnaclefoods.com.


About Melissa d’Arabian

Celebrity chef, television host, author and mom Melissa d’Arabian embodies family home cooking at its finest. With an MBA from Georgetown University, Melissa enjoyed a successful career in corporate finance and strategy before becoming a stay-at-home mom to her four daughters. Passionate about sharing her tried-and-true recipes and money-saving tactics, Melissa then competed on and won season five of “The Next Food Network Star.” She has since become well known for “Ten Dollar Dinners”her popular Food Network show and New York Times best-selling cookbook – as well as the host of Cooking Channel’s “Drop 5 Lbs with Good Housekeeping” healthy lifestyle series. Melissa’s newest projects include: developing and hosting acclaimed FoodNetwork.com series “The Picky Eaters Project” serving as a regular judge on Food Network competition series “Guy's Grocery Games,” and debuting her highly anticipated second cookbook, Supermarket Healthydue out December 30, 2014. Melissa and her family live just outside San Diego. Stay in touch with Melissa on Facebook, Twitter, Instagram , Pinterest and on her website www.melissadarabian.net.


Media Contact:

Chris Spina
(908) 249-2327