Birds Eye is set to shake up its current Fish Finger offering with its new Wholegrain Fish Fingers.

Birds Eye Introduces its First Wholegrain Fish Fingers

Birds Eye is set to shake up its current Fish Finger offering with its new Wholegrain Fish Fingers.

Made with 100% fish fillet and 100% wholegrain breadcrumbs, Birds Eye's new product boasts a sweeter, delicious coating set to cater to a range of palates and preferences. Ideal for parents seeking tasty meal options for their families, the new product has already been granted the taste-test seal of approval from the toughest critics of all, with almost nine in ten (88 per cent) children who tried the new product declaring it a hit.

Appearing on shelves from March this year, the launch of Wholegrain Fish Fingers further upholds Birds Eye’s ambition to bring exciting and innovative products to market that meet constantly changing consumer needs, helping to create ‘Better Meals Together’ that can be enjoyed every day by everyone.

Birds Eye Wholegrain fish fingers are made with 100% Alaska pollock fish fillet coated with a delicious, crunchy, wholegrain breadcrumb.

The latest addition to Birds Eye’s portfolio is set to offer a variety to otherwise monotonous mid-week meals and will follow the successes of other well-established wholegrain products in the FMCG arena.

Birds Eye UK marketing director, Steve Chantry, comments: “Innovation is at the heart of what we do and enables us to meet the changing needs of our consumers. With Fish Fingers being such a household staple, we felt it was time to expand the range by introducing a deliciously crunchy wholegrain breadcrumb that families are sure to love.

Birds Eye's fish fingers range are made with 100% fish fillet and wrapped in tasty golden breadcrumbs.

“We understand that mixing up midweek mealtimes can be tricky, so we hope our tasty new Wholegrain Fish Fingers will help provide families with the variety they need, whilst still retaining the qualities of the iconic Fish Fingers that consumers have come to love.”

Hitting shelves in Sainsbury’s, Asda, Tesco, Morrisons, Waitrose and Iceland in March 2015, the launch is supported with a GBP 2.5 million (USD 3.81 million) through the line campaign, which includes TV advertising, digital and PR. First appearing on screens from 11th May, adverts will also return in June and September for the Back to School period.

Birds Eye's fish fingers range allows you to enjoy fish with the quality and freshness of that ‘just caught’ taste from the mouth-watering flavours of Inspirations to its classic Fish Fingers.

About Birds Eye

Birds Eye is an international brand of frozen foods such as seafood, meat and vegetables. Birds Eye is considered to be one of the founders of the modern frozen food industry and is credited with inventing a fast freezing process that preserves the quality of food. Founded by General Foods, which in 1929 bought the rights to use a fast-freezing process patented by Clarence Birdseye.

The brand and its underlying business is held by different owners in various territories: Europe - Formerly owned by Unilever, which announced in August 2006 that the business was sold to UK-based private equity group Permira under the name of Birds Eye Iglo Group (“BEIG”). Around half of the company’s business is in the UK, where it operates under the Birds Eye brand, while the remainder lies in continental Europe, particularly Germany and Austria, where products are sold under the Iglo name.

Source: Birds Eye UK

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