Birds Eye is an international brand of frozen foods owned by Pinnacle Foods in North America and by private equity group Permira in Europe. The brand and its underlying business is held by different owners in various territories: The location of the factory was essential to the 'one-hour to frozen' promise formerly made on Birds Eye peas, although commercial decisions have led to this claim being quietly dropped as the time has risen to two and a half hours. There is also a fish products factory in Hull employing 600 people. Birds Eye closed a factory in Grimsby in 2005, with the loss of 650 jobs, which had been making fish fingers since 1929. The Grimsby factory on Ladysmith Road was hit by fire, suspected to be set by six local youths on 12 September 2007. The fire was so severe that local residents had to be evacuated.