While studying biology in the arctic winter, Clarence Birdseye notices that freshly caught fish placed on the ice freeze solid almost immediately, yet when thawed, still taste fresh.

Clarence designs and patents his Quick Freeze Machine, builds the first frozen food laboratories and develops a full line of frozen foods designed for commercial sale. He also develops super insulated railroad cars that enable the safe transportation of frozen foods over long distances.

The first products under the Birds Eye name become available in stores – mainly vegetables, meat and some fruit. Consumers are amazed at the convenience offered by these ready-to-cook products.

Amidst the food rationing of the war years, quick frozen vegetables become available in Australia. In 1949 the first vegetables are specially grown and processed in NSW for sale under the Birds Eye brand. Production later expands to Tasmania.

In 1956 Birds Eye introduces the Fish Finger as an ideal way to encourage Australian children to eat more fish. The Birds Eye Fish Finger will go on to become an icon: the number of Birds Eye Fish Fingers sold in Australia each year would cover an area twice the size of Tasmania. Laid end-to-end, these Fish Fingers would be twice the length of the Great Wall of China.

Frozen peas and fish fingers become ever more popular and Birds Eye begins advertising on television.

A third of all Australian households have a freezer in 1976. Most freezers can hold a month's worth of food for an average family, so Birds Eye introduces larger packs to provide more value for the 1970s "freezer family". The "decade of the quiche" also sees Birds Eye depart from traditional vegetables to introduce a Vegetable Flan.

Birds Eye undertakes extensive market research, which reveals nine out of ten Australian housewives understand that Birds Eye's "Time Lock" snap freezing method retains the vegetables' nutritional value. Birds Eye also introduces the "Give 'Em Your Best" tagline. Australians will identify that tagline with Birds Eye for the next two decades.

Birds Eye introduces a range of chips and wedges cooked in cholesterol-free Canola as well as launching Oven Bake fish portions. Oven Bake quickly becomes the Australian favourite and has remained that way for the last 10 years. At the end of the decade, Birds Eye introduces Create a Meal, the first frozen meal starter with vegetables and sauce

Birds Eye continues developing and launching new products, like Golden Crunch chips and wedges, the crunchiest, tastiest chips and wedges to ever come out of the oven. In an industry first, Birds Eye launches Steam Fresh vegetables. The revolutionary Birds Eye Steam Fish-frozen, marinated fish fillets microwaveable in five minutes—is developed and launched in Australia.

Our commitment to providing the best quality nutritional goodness remains true to Clarence Birdseye's original vision. We will continue developing new products that make it simple to be creative in the kitchen. Our commitment to nutritional goodness underpins everything we do. At Birds Eye, we believe the good things are always simply good.