Advertising icon Captain Birds Eye is to add a collection of non-fish products under his banner this autumn.



It is the first time the brand has extended to landlubber products such as meat and vegetables and marks a remarkable renaissance for the ancient mariner.



The four newcomers to both the Birds Eye portfolio and the Captain's fleet will be Tuna, Beef and Vegetables Burgers and Potato Cheesies. The company will also bring back its existing kids' products under his command.



The renovation is part of a strategy to change consumer perceptions of frozen food.



Grocery category manager James Simmons said penetration for kids' frozen food was 94% and offered opportunity to increase repertoire purchase. "Moving our existing products under the Captain Birds Eye brand will encourage consumers to shop across a range of different products, " he added.