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The frozen food manufacturer Birds Eye (whose adverts used to feature a white-bearded sea captain) has decided to remove certain artificial colourings, flavourings and preservatives from its products. Although there has never been proof that additives cause hyperactivity in children, parents have long been suspicious. Birds Eye's decision to get rid of such "unnatural" ingredients, (and advertise the fact), shows the market does respond to consumer demand. Ifthe new products are popular, other manufacturers will surely follow. Then frozen food might stand a chance of being good enough for the captain's table.

The frozen food manufacturer Birds Eye (whose adverts used to feature a white-bearded sea captain) has decided to remove certain artificial colourings, flavourings and preservatives from its products. Although there has never been proof that additives cause hyperactivity in children, parents have long been suspicious. Birds Eye's decision to get rid of such "unnatural" ingredients, (and advertise the fact), shows the market does respond to consumer demand. Ifthe new products are popular, other manufacturers will surely follow. Then frozen food might stand a chance of being good enough for the captain's table.