Birds Eye debuts lighter, crispier batter


Lindsey Partos, SeafoodSource contributing editor, reporting from Paris

Published on
December 20, 2010

Birds Eye has launched a “lighter, crispier” batter across its Simply range, as it continues to tap into buoyant UK demand for battered fish.

The frozen fish maker rolled out the new and improved coating this month, complete with the on-pack claim that consumers will prefer its product over rival offerings.

“The introduction of the new lighter, crispier batter supported by the prominent ‘8 out of 10’ claim ensures that more shoppers than ever before will be encouraged to trial the range,” said Birds Eye brand manager Nisha George.

The on-pack claim is based on a study in 2010 by Product Perceptions. According to Birds Eye, in a sample of 163 consumers who participated in a blind taste test sampling the new Birds Eye Simply Cod in Batter, Birds Eye’s former Simply Cod in Batter recipe and Young’s Chip Shop Cod in Batter: “Birds Eye’s new recipe far outstripped the competition with 80 percent of those tested showing a clear preference for Birds Eye’s Simply Cod Fillets.”

The claim over rival frozen fish maker Young’s comes as value growth across the frozen fish sector fell 0.6 percent to GBP 873 million, according to data from market researcher SymphonyIRI.

With this latest launch, Birds Eye delves deeper into the coated fish market in the United Kingdom, purchased by seven out of 10 households and worth GBP 250 million, according to the company.

The rollout also builds on the firm’s Simply range that, according to Birds Eye, is growing ahead of the market at 13.3 percent year-over-year.

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