Birds Eye® + Nickelodeon + Kid "Chefs" = Out Of This World Veggie Creations

 Birds Eye® + Nickelodeon + Kid "Chefs" = Out Of This World Veggie Creations

Birds Eye Helps Kids Share 16,000 New Ways to Get Wild and Wacky With Veggies

PR Newswire

PARSIPPANY, N.J., Nov. 8, 2012

PARSIPPANY, N.J., Nov. 8, 2012 /PRNewswire/ --Yakimaniac Veggie Martians.
Taste Tester Corn Jalapeno Dip. These are just two of the sixteen thousand
wacky, out of this world recipe ideas gleaned from a virtual kitchen (crammed
with kids) as part of the "iCarly iCook with Birds Eye" initiative.

Pinnacle Foods' Birds Eye brand teamed up with Nickelodeon's hit live-action
series iCarly to embark on a mission to be the first company to go straight to
kids for veggie inspiration. The initiative asked kids to share ideas and
recipes for a fun and silly veggie dish and the response was a resounding
success. Now, to honor kids' creativity, one of the top recipe ideas,
Yakimaniac Veggie Martians, will be featured on an upcoming episode of
Nickelodeon's iCarly in November.

Jennette McCurdy, star of Nickelodeon's iCarly and Birds Eye's veggie-loving
ambassador led the initiative. "The awesome thing about the Birds Eye campaign
is that it's all about kids talking to kids to get each other excited about
veggies," said McCurdy. "Veggies have always been cool, but now there's
proof!"

The recipe ideas revealed that kids have their own idea about what makes
veggies enticing and exciting. The number one finding that sparked the most
veggie-creativity was mixing and matching different vegetables and
ingredients, with the majority of entries including a medley of colorful
vegetable blends. A second finding showed more than half of submissions
included bite-sized ingredients that are on-the-go, easy to enjoy and allows
kids to eat with their hands.

In the Birds Eye Test Kitchen, Executive Chef Michael Christiansen took cues
from the recipe concepts to create a special collection of kid-friendly
recipes. From martians to cupcakes, vegetables are the star of these recipes
inspired by Birds Eye's virtual kitchen:

  oYakimaniac Veggie Martians – Martian-ize dinnertime by letting kids add
    personality to these delights with edible glitter, pretzel antennas, and
    veggie faces.
  oVeggie Cupcakes – Let them eat cake (as long as it's loaded with veggies).
    Parents can feel great about this savory, veggie-licious spin on a
    classic, favorite treat: the cupcake.
  oiTasty Corn Pizza with Pumpkin – Not your standard slice of pie, this
    pizza packs a punch of pumpkin and veggie-rich layers in every bite.
  oTaste Tester Corn Jalapeno Dip – This zesty dip deserves a fiesta. With
    individual tortilla bowls, kids will love this vibrant blend of colorful
    vegetables.
  oVeggie Smoothie – Scrumptious. Sippable. Simple. This brilliant orange
    smoothie will leave the kids begging for more veggies… to sip.

All of these recipes feature Birds Eye Steamfresh® products, which are perfect
for kids because no knives or hot stoves are required. Kids can help their mom
simply by pressing the buttons on the microwave.

"We're excited to share the creative process with kids and inspire them to get
involved in meal planning – it's like having our own team of junior 'chefs',"
said Brandi Unchester, Senior Brand Manager, Birds Eye Steamfresh. "Kids
across America have told us what they want from their vegetables, and now
we're working to ensure that they get just that." The brand is looking to
these kid-inspired creations for future product innovations. This initiative
is part of a three -year commitment with the Partnership for a Healthier
America (PHA), for which First Lady Michelle Obama has lauded Birds Eye's
innovative approach to inspiring kids and helping support moms.

With more than 40 unique vegetables offered and countless ways to enjoy them,
from pure and simple vegetable favorites to sauced and seasoned sides or
steamed varieties, Birds Eye gives consumers limitless possibilities to
complete the meal with vegetables every day. Visit www.birdseye.com/kids for
more kid-friendly recipes, serving ideas, tips and tools.

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. Pinnacle Foods is a Top 1000 Company ranked
on Fortune Magazine's 2011 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 4,300 employees.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 Leadership brands such as Duncan Hines®
baking mixes and frostings, Vlasic® shelf-stable pickles and Mrs.
Butterworth's® and Log Cabin® table syrups and Foundation brands such as
Armour® canned meats, Brooks® and Nalley® chili and chili ingredients,
Comstock® and Wilderness® pie and pastry fillings and Open Pit® barbecue
sauces. Our Birds Eye Frozen Division manages Leadership brands such as Birds
Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Fresh like® vegetables,
Birds Eye Voila!® complete bagged meals and Van de Kamp's® and Mrs. Paul's®
seafood and Foundation brands such as Lender's® bagels, Celeste® pizza,
Hungry-Man® dinners and entrées and Aunt Jemima® frozen breakfasts. Our
Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® Kettle Style
Potato Chips, Erin's® Popcorn, Snyder of Berlin® and Husman's® in addition to
our food service and private label businesses. Further information is
available at http://www.pinnaclefoods.com.

About Nickelodeon
Nickelodeon, now in its 33rd year, is the number-one entertainment brand for
kids. It has built a diverse, global business by putting kids first in
everything it does. The company includes television programming and production
inthe United Statesand around the world, plus consumer products, online,
recreation, books and feature films.Nickelodeon's U.S. television network is
seen in more than 100 million households and has been the number-one-rated
basic cable network for 17 consecutive years. For more information or artwork,
visithttp://www.nickpress.com.Nickelodeonand all related titles, characters
and logos are trademarks ofViacom Inc.(NASDAQ: VIA, VIA.B).

SOURCE Birds Eye

Website: http://www.birdseye.com
Contact: James Ellington, Weber Shandwick, +1-312-988-2118,
jellington@webershandwick.com; Michelle Weese/Chris Spina, Pinnacle Foods,
+1-973-541-8620, mediainquiries@pinnaclefoods.com