B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • ARN
  • Meta
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Birds Eye’s Owner Amends ‘Made In Australia’ Labelling For Frozen Fish
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Birds Eye’s Owner Amends ‘Made In Australia’ Labelling For Frozen Fish
Marketing

Birds Eye’s Owner Amends ‘Made In Australia’ Labelling For Frozen Fish

Staff Writers
Published on: 9th November 2020 at 11:51 AM
Edited by Staff Writers
Share
3 Min Read
SHARE

The parent company of Birds Eye has amended the country of origin labelling on 31 frozen fish products, from ‘Made in Australia’ to ‘Packed in Australia’, following concerns raised by the Australian Competition and Consumer Commission (ACCC).

The frozen fish products were sold by Simplot Australia Pty Ltd (Simplot) under the brand names Birds Eye, I&J, Neptune and one home brand product.

Following compliance checks across a range of frozen foods, the ACCC was concerned that the products displayed a ‘Made in Australia’ mark when the imported frozen fish may not have been “substantially transformed” in Australia, the watchdog said in a media release.

Under the Australian Consumer Law’s Country of Origin labelling provisions, if a food product, such as fish, is packed in Australia without being substantially transformed, it cannot display a ‘Made in Australia’ mark.

The products sold by Simplot’s brands used fish imported from several countries, including New Zealand, the United States and South Africa.

The ACCC’s view is that only minor manufacturing processes occur in Australia and, when viewed collectively, the imported ingredients do not differ fundamentally from the manufactured goods.

Simplot was of the view that slicing, crumbing, and par-frying of the frozen fish constituted substantial transformation, justifying the use of the ‘Made in Australia’ mark.  However, after the ACCC raised its concerns, Simplot agreed to change its country of origin labelling on these frozen fish products.

“Processes that only change the form or appearance of imported ingredients or components no longer qualify as substantial transformation,” ACCC deputy chair Mick Keogh said in a statement.

“Country of origin labels are designed to inform consumers, some of whom may be willing to pay a premium for products they think are made in a particular country, especially Australia.

“Not only can incorrect labelling wrongly influence consumers into purchasing a certain product, it can also give a competitive advantage to those who use the ‘Made in Australia’ label in breach of the Australian Consumer Law.

“We are pleased that Simplot co-operated with the ACCC investigation and agreed to make changes to its labelling, and on this basis we decided to resolve this matter administratively without taking enforcement action.”

All Simplot frozen fish products manufactured after 31 October 2020 will have the ‘Packed in Australia’ mark but products with the ‘Made in Australia’ mark may still be available in store until sold out.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ACCC, Birds Eye
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Parliament House, Canberra
Federal Government Reviews Creative Agency Roster, Replaces Panel With ‘More Secure’ Village Model
02/07/2025
Resolution Digital Reshapes Leadership Team
02/07/2025
Aon Kicks Off Major Global Creative & Media Shake-Up
02/07/2025
AI Adoption Is Surging In Australia But Does It Risk ‘Dehumanising’ Us?
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?