Birds Eye Fusions to get fish-based range

Birds Eye could be gearing up to launch a new addedvalue fish product – the company has applied to register the name Birds Eye Fish Fusions with the Intellectual Property Office.

The company, which already sells Rice Fusions – a four-strong range of frozen rice mixed with seasoning and veg – has submitted an application to the IPO to register the name across three food categories. Class 29 includes fish products; class 30 sauces for frozen fish; and 43 includes provision of foodstuffs to cafés.

Birds Eye Fish Fusions would build on the company’s existing portfolio of premium added-value products in the frozen fish category. In February, the company launched Catch Fresh frozen prawns. Bake To Perfection – which was launched in March 2009 – has attracted 4.2 million shoppers since launch.

Birds Eye would not comment on the application.