Birds Eye is branching out into fishless alternatives for the first time, expanding its popular Green Cuisine range with the launch of Fishless Fingers. Debuting in Sainsbury’s in late June, the launch follows the success of previous Green Cuisine products that have recreated classic Birds Eye products, such as Chicken-free pieces, which now contribute to 38% of sales, according to the British Frozen Food Federation (BFFF).
The Fishless Fingers, covered in the Birds Eye Fish Finger signature crumb for the same, recognizable taste, offer a range of nutritional benefits, such as being a source of omega 3 which plays an important part in maintaining heart health. To further the brand’s efforts to make eating meat-free more mainstream and promoting the power of plants, Birds Eye’s Green Cuisine brand has become the official plant-based supporter of Team GB ahead of the Tokyo 2020 Olympic Games.
“With the growing number of flexitarian shoppers, we are in the perfect position to appeal to those who wish to choose alternative formats for their mealtimes. The combination of our heritage in frozen food and our reputation for producing family mealtime favorites has helped to make our existing vegan products successful and popular, with penetration of the Green Cuisine range now up to 8.7%,” Jess Ali, senior marketing manager at Birds Eye said. “With this addition, our Green Cuisine range will continue to play off recognizable meat-based formats, showing shoppers that plant-based meals can be just as tasty and convenient.”