Birds Eye is introducing a lighter, crispier batter across its Simply frozen fish portfolio, supported by an on-pack flash claiming consumers will prefer the brand over rival offers.

The range, rolling out now (rsp: £3.99/480g), comes with an on-pack claim (based on an independent study by Product Perceptions) that eight out of 10 consumers will prefer the product to the equivalent from Young's.

"Birds Eye's recipe outstripped the competition with 80% of those tested showing a clear preference for Birds Eye's Simply Cod Fillets," said brand ­manager Nisha George.