Birds Eye introduces Wholegrain Fish Fingers to range

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Producer of the nation’s favourite tea-time product, Birds Eye is set to shake up its current Fish Finger offering with the exciting addition of delicious Wholegrain Fish Fingers.

Made with 100% fish fillet and 100% wholegrain breadcrumbs, the 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 (kids themselves!) 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.

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, said: “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.

“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 £2.5 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.

New Wholegrain Fish Fingers will retail at an RRSP of £2.49, and will also feature a ‘Try Me Free’ message, which will go live across 1 million packs from the first week in May to drive consumer trial.