Birds Eye has delivered a substantial boost to the Marine Stewardship Council’s sustainable fish certification programme by moving its cod and haddock fish finger range to MSC-certified fish.

As a result of the move, 5,200t of MSC-certified sustainable fish products would be added to the UK market, Birds Eye said. With Brits consuming 185 million Birds Eye cod and haddock fish fingers a year, the move meant 62 million British mealtimes would now be made with sustainably sourced seafood, it added. “The UK is the world’s second-largest consumer of cod, a fish whose stocks were previously under serious threat,” said Martin Glenn, CEO of Birds Eye’s parent company Iglo Group. The move means that all fish in Birds Eye’s fish portfolio is either in the process of MSC certification, or has already been certified.

Separately, Birds Eye this week unveiled its new Fish Fusions range of coated, frozen Alaskan Pollock. The range comprises three variants - lemon & black pepper, garlic & herb and lime & chilli - and is aimed at midweek mealtimes. It will be backed by a £4.5m campaign featuring Clarence the polar bear, on air in April.