Annoying? Not really, but Birdseye's marketing director has admitted that some people find that bear "quite creepy":
http://www.thegrocer....ge=articles&ID=209287
There's even a Facebook page just to state that:
http://www.facebook.c...reepy/120087318026938
Of course the bear is replacing good old Captain Birdseye, a rather strange gentleman who seems to be perhaps a little too fond of young children, taking them away from their parents and feeding them on a nutritionally deficient diet. Nothing creepy about him then, eh?