Birds Eye is making its first foray into the free-from category with the launch of a gluten-free fish finger variant.
The MSC-certified Alaskan pollock fish fingers go on sale next week, available from the frozen gluten-free fixture in Tesco, the frozen aisle in Co-op and on Ocado (rsp: £2.49).
Birds Eye’s launch follows the introduction of gluten-free fish finger variants by rival Young’s earlier this year.
“The number of gluten-intolerant consumers or those who choose not to eat it has rapidly increased over the last few years,” said Birds Eye UK marketing director, Steve Chantry. “We want to demonstrate Birds Eye offers quality products for everyone.”