Birds Eye has reformulated its fish fingers after consumer testing showed a preference for a new, crunchier coating.
Available in Morrisons from 3 March before arriving in Tesco, Sainsbury’s, Iceland and Asda from 9 March, the Nomad Foods-owned brand said the reformulations strike a better balance “between crumb and succulent, flaky 100% white fish fillet”.
The new recipe is rolling out across Birds Eye’s Breaded Omega 3 (rsp: £3/10-pack), Cod (rsp: £4.25/ eight-pack) and Haddock (rsp: £4.25/eight-pack) fish fingers ranges.
Each also has new packaging designed to help them stand out and capture attention in the freezer aisle, Birds Eye said.
The brand said it hoped the update would draw in more shoppers.
“Birds Eye fish fingers have been part of British family life for generations because they consistently deliver on taste, quality, and convenience,” said Claire Sutton, marketing director at Birds Eye. “This recipe refresh takes everything people love about our fish fingers and makes them even better.
“We’ve focused on creating the ultimate crunch while keeping the same succulent fish inside, giving shoppers the best fish finger experience possible.”
It will be running a multimillion‑pound marketing campaign to accompany the launch across TV, out of home, social and in‑store.
No comments yet