Birds Eye Green Cuisine 2 Fishless Battered Fillets 240g 5000116127160

Source: Birds Eye

The Fishless Fillets are made of rice protein and have the same crispy coating as on the traditional fish fillet

Birds Eye has expanded its Green Cuisine plant-based range with a new Battered Fishless Fillets line.

The product aimed to recreate the brand’s most successful frozen fish SKU – the Birds Eye Battered Fish Fillet – into a plant-based format that was rich in omega-3 and protein, the supplier said.

The Fishless Fillets (rsp: £3/two-pack) are made from rice protein and have the same crispy coating used on Birds Eye’s battered fish fillet. The product has just gone on sale in Tesco, with plans to roll out to wider grocery during the summer.

This launch is part of the brand’s “vision to bring the nation’s most-loved flavours to the flexitarian and meat-free consumer”, as well as capitalising on the “huge opportunity for the fishless category”, Birds Eye said.

“Our Battered Fishless Fillets tap into the consumer demand for products that can help them reduce their meat intake while ensuring flavour, health and convenience remain,” said Green Cuisine senior brand manager Victoria Westwood.

“Following on from the success of fishless fingers, battered fishless fillets offer a range of nutritional benefits, such as being a source of omega-3, which plays an important part in maintaining heart health.”

The Fishless Fillet joins the Green Cuisine range’s other fish substitute product, Fishless Fingers, which launched in June last year and are made of rice protein and covered in its “signature crumb”.

The brand said the SKU, which had racked up sales worth £630k in its first year on sale, had helped Green Cuisine increase its household penetration from 9.1% of the population in 2021 to 9.8% of the population in 2022.