Birds Eye Launches 'Step Up To The Plate' Healthy Eating Campaign

Birds Eye frozen vegetables has teamed up with celebrity chef Melissa d'Arabian for the launch of the brand's "Step Up To The Plate" campaign, which aims to encourage kids to eat more veggies.

The two have created a series of quick, veggie-filled recipes using Birds Eye's Recipe Ready line, which includes blends of pre-chopped vegetables designed to make mealtime easier by minimizing prep time.

“I’m proud to partner with Birds Eye, the expert in frozen vegetables,” said d’Arabian, who is also a New York Times best-selling author and host of FoodNetwork.com's "The Picky eaters Project." “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 and d'Arabian have also developed a series of healthy eating tips, including mixing up veggie and flavor profiles; introducing new foods slowly; taking advantage of alternative vegetable occasions; and getting picky eaters more interested in dinner by including them in meal preparation.

“We’re thrilled to have Melissa d’Arabian Step Up To The Plate with Birds Eye vegetables,” said Mike Barkley, SVP 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.”

Birds Eye is a portfolio brand of Parsippany, N.J.-based Pinnacle Foods Inc.