Birds Eye is relaunching its iconic fish fingers with a revised recipe and updated packaging, a move the company says is designed to strengthen its position in one of the UK’s most established frozen food categories.
The updated product retains the same 100% white fish fillet but introduces a crunchier crumb coating developed after extensive consumer testing that indicated a strong preference for the new texture.
The reformulated fish fingers aim to strike what the company describes as an improved balance between a crisp breadcrumb coating and a succulent, flaky fish fillet. The updated recipe will be rolled out across the company’s Breaded Omega 3, Cod and Haddock Fish Finger ranges. At the same time, the products will feature a redesigned package intended to stand out more prominently in supermarket freezer aisles.
Birds Eye currently holds a 57.5% share of the UK’s USD 192.3 million fish finger category. The company says the recipe and packaging upgrade is intended to attract additional shoppers to a product that has long been a staple in British households.
To support the relaunch, the brand plans a multi-million-USD marketing campaign spanning television advertising, out-of-home placements, social media and in-store promotion. The campaign will highlight the taste, versatility and quality that have helped make Birds Eye Fish Fingers a household name for more than 70 years.
The production process behind the fish fingers begins with blocks of frozen fish fillets that are cut into the brand’s signature rectangular shape. Each piece is dipped in a flour-based batter before being coated with Birds Eye’s baked breadcrumbs. The fish fingers are then flash-fried to set the coating and immediately frozen to preserve quality, a process the company says mirrors how they might be prepared at home, but on an industrial scale.
Birds Eye’s fish finger portfolio offers several responsibly sourced options for consumers. Omega 3 Fish Fingers made with Alaska pollock provide a source of omega-3 and natural protein, while Cod and Haddock Fish Fingers also deliver natural protein along with the flaky texture and mild flavor that have helped sustain their popularity over decades.
Find out more at: https://www.birdseye.com/