Birds Eye is offering up its latest catch in the Simply Fish range.

Premium Haddock Fillets in Light Crispy Beer Batter joins the existing line-up which consists of perennial favourite cod fillets in a choice of breadcrumbs or batter.

The company said the coated fish category had grown by 8.5% in the past four years with haddock’s popularity growing by 5% last year to become a £37m sector in its own right.

To support the launch, Birds Eye owner Unilever is investing £1.8m to pay for activity that will include TV ads and in-store promotions. Trading director James Simmons said consumers would be attracted by the ease with which the new 425g offering can be prepared.