Birds Eye is shaking up its current fish finger offerings with the addition of its new Wholegrain Fish Fingers. The launch is in response to changing consumer needs, parent company Iglo said.
Made with 100 percent fish fillet and 100 percent wholegrain breadcrumbs, the product will start appearing on shelves this month, retailing at a recommended price of GBP 2.49 (EUR 3.42; USD 3.82) for a pack of 12 fish fingers.
“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,” said Steve Chantry, marketing director, Birds Eye UK.
“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.”
The launch will be supported by a GBP 2.5 million (EUR 3.4 million; USD 3.8 million) campaign, including TV advertising.
Birds Eye’s first fish finger product was launched in 1955.
