Iglo revamps fish fingers

By

SeafoodSource staff

Published on
February 18, 2013

Birds Eye Iglo is re-launching its fish fingers with a “fresh and contemporary new look.”

Beginning in March, new packaging will use color coding for different species. In addition, the company is launching a TV campaign, which will air on 15 April.

“Our Fish Fingers are a healthy and convenient option which Mums can trust and we’re confident the new look packaging and TV campaign will help to emphasize this,” said Ky Le Vuong, Birds Eye senior brand manager. “Retailers will also benefit from the eye catching new design which should increase purchase rates and boost interest in the category overall.”

Birds Eye currently has a 68 percent market share of the fish finger category, worth about GBP 133.9 million (USD 207 million, EUR 154.9 million) annually.

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