Captain Birds Eye will be telling fishy stories on a new quartet of products under his frozen Simply Fish banner.
Birds Eye has hooked a £2.5m marketing spend to back the full range this year, as it angles for a greater share of the frozen fish market, which it values at £213m.
Packaging for the newcomers includes a fish-based anecdote about the brand's 50-year heritage, to educate consumers about the products' origins.
Rolling into freezers now, the new quartet includes two recipes for Simply Salmon - as well as crumb coated Simply Scampi and Simply Hake fillets in batter.
John Farrell, trading director, said the additions would add incremental sales to the frozen coated fish sector, by appealing to new consumers. "By encouraging trial and creating an alternative to cod and haddock, this will help add value and excitement to the fixture," he added.
The rsp for the hake and salmon options, both of which come in packs of two is £2.4, while the scampi is priced at £3.25.