Birds Eye is kicking off its 2008 strategy to further bolster the frozen fish market with new launches focused on Omega-3 and pollock.
New brands Seaside Specials and Seaside Shapes, aimed at adults and kids respectively, are intended to boost the popularity of fish this summer. The latter is made with 100% fish fillet, as well as peas and sweetcorn, while the former is pollock coated in either batter or breadcrumbs.
Birdseye said it hoped Specials would build the credentials of pollock as a mainstream alternative to cod, following the launch of Omega-3 Alaskan pollock fish fingers last year.
That fish fingers range is being expanded to include a 36-pack and will benefit from a £7.5m spend this year.
Birds Eye is also launching two Omega-3 Fish in Sauce products - fish steaks in either parsley or butter sauce.