Birds Eye 12 Green Cuisine Fishless Fingers 336g

Source: Birds Eye 

The frozen giant said the fishless fingers would be covered in Birds Eye’s ‘signature crumb for the same, recognisable taste’ as its fish-based cousin

Birds Eye is expanding its fast-growing plant-based Green Cuisine range with a first-ever attempt to create a vegan version of its fish fingers.

The brand’s fishless fingers also represent Green Cuisine’s first move into plant-based fish alternatives, while the NPD also marks the brand’s first use of rice protein.

Debuting in Sainsbury’s in late June (rsp: £2.50/336g) the frozen 12-pack launch follows the success of previous Green Cuisine products that have recreated classic Birds Eye products, such as its Chicken-free pieces, which now contributes to 38% of Green Cuisine’s value sales [Nielsen Scantrack 52 w/e 24 May].

The product – which will roll out to other retailers in 2022 – will be covered in Birds Eye’s “signature crumb for the same, recognisable taste”, the supplier said, and also contained omega-3.

“Shoppers are increasingly looking for plant-based alternatives of their favourite foods, and with our established brand heritage and dominance in the fish finger category, we’re in the perfect position to create a plant-based alternative to our iconic fish finger,” said Birds Eye senior marketing manager Jess Ali.

The latest vegan fish alternatives landing in UK supermarkets

“With 88% of consumers associating fish fingers with the brand [Brand Equity Study Ipsos 2017], it’s clear that consumers are more likely to buy and trial products from brands they already love and trust. Our fishless fingers are an important addition to our plant-based offering, and we’re hopeful that they will be as popular with family members as our beloved fish-based products.”

The Green Cuisine brand was launched by Birds Eye in March 2019, and saw sales jump by 321% to £11.3m last year, according to data for The Grocer’s Top Products Survey [Nielsen 52 w/e 5 September 2020].

Ali said the brand was in “the perfect position to appeal to those who wish to choose alternative formats for their mealtimes”.

She added: “The combination of our heritage in frozen food and our reputation for producing family mealtime favourites has helped to make our existing vegan products successful and popular, with penetration of the Green Cuisine range now up to 8.7% [Kantar 52 w/e 18 April]. With this addition, our Green Cuisine range will continue to play off recognisable meat-based formats, showing shoppers that plant-based meals can be just as tasty and convenient.”