Birds Eye launches ‘large’ fillets

In a bid to drives sales in the coated-fish market, UK frozen food firm Birds Eye is adding Extra Large fish fillets to its Simply Bake to Perfection range.

The rollout is designed to tap into opportunities in the United Kingdom’s resilient fish-and-chips and build on sales of its Simply brand.

“We know one of [consumers’] biggest wants for coated fish is a larger ‘treat-sized’ portion — something more comparable to what they get in their local fish & chip shop,” said Matt Richards, Birds Eye brand manager.

Despite fierce competition from other fast-food cuisines such as hamburgers and Asian fare, the nation’s taste for traditional fish and chips is keeping sales of this popular meal afloat. Consumers in the UK feast on more than 250 million fish-and-chip shop meals annually, according to UK industry organization Seafish.

In 2010, Birds Eye will invest GBP 4.5 million to launch the Extra Large fillets and to support the Simply brand in general.

In recent months, the Simply brand has seen its sales grow, most notably from the firm’s Simply Bake to Perfection range, which features its frozen-to-oven packaging technology. In January, Birds Eye added cod to its Simply range.

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