Dragonfly AI, in partnership with UK's leading frozen brand Birds Eye, has been honored with the Technology Innovation Award at the prestigious World Food Innovation Awards 2025. This recognition celebrates the groundbreaking use of AI-powered predictive analytics to optimize Birds Eye’s new Masterbrand packaging design, enhancing shelf visibility and driving commercial success.
Revolutionizing Packaging with AI
As a household name for over a century, Birds Eye set out to modernize its packaging portfolio -helping make its products easier to shop while ensuring maximum consumer attention at the shelf. By integrating Dragonfly AI’s predictive technology into the design process, Birds Eye was able to scientifically optimize pack standout, brand visibility, and purchase intent before a single pack hit stores.
The results speak for themselves:
+6% shelf standout across the portfolio vs. previous designs
+26% visibility boost vs. competitor products
45% higher likelihood of winning attention at shelf
Value growth (+0.7%) and volume growth (+1.9%) YoY (Nielsen Retail Measurement, 04.01.2025)
A First for the Frozen Category
This award-winning approach marked a first for the frozen food category, where Birds Eye applied AI-powered creative intelligence to assess and optimize its new pack designs in real-world retail environments. The methodology included:
- In-store shelf analysis to assess how shoppers interact with the new designs
- Attention Power Factor (APF) measurement to evaluate stopping power
- Comparative testing against previous pack iterations and competitor designs
- On-pack claim hierarchy optimization to enhance navigation for consumers
By embedding Dragonfly AI’s predictive insights directly within its design agency, Birds Eye ensured that every packaging element was validated and optimized before launch.
Driving Commercial Success with AI
Mike Sowerby, Marketing Director at Birds Eye UK&I, commented:
“Our Masterbrand project was the biggest design overhaul of our packaging in over a decade. We set out to leverage the Birds Eye brand across our portfolio, making packs easier for shoppers to find in store. With our partnership with Dragonfly AI, we optimized our new packaging from creation right through to execution, testing our new designs in-store and on-shelf, as a consumer would see them. The tool gave us confidence in our design decisions and allowed us to demonstrate category leadership with our customers, resulting in a design that makes it easier for consumers to shop Birds Eye.”
A Game-Changer for CPG Brands
The success of this initiative underscores the transformational power of AI in packaging design. By eliminating guesswork and enhancing creative effectiveness, Birds Eye has set a new industry benchmark for AI-driven innovation in FMCG branding.
At Dragonfly AI, we are proud to partner with leading brands to drive data-led creative optimization—helping businesses deliver more effective, high-performing designs across packaging, advertising, and eCommerce.
About Dragonfly AI
Dragonfly AI is the market leader in AI-powered predictive attention technology, helping brands and agencies optimize creative performance across packaging, advertising, eCommerce, and in-store environments. Using cutting-edge AI models, we enable businesses to maximize consumer attention and drive measurable sales impact.
