Birds Eye is expanding its Green Cuisine line-up with the roll-out of NEW Battered Fishless Fillets. Birds Eye already holds a 46% share in the fishless category[1],  and with Frozen Fish being the biggest category in Frozen, having a 13.6% share in Total Frozen sales[2], there is a huge opportunity for the fishless category to also grow in popularity and shoppers. The emerging fishless sector brings in £2m in total grocery sales[3]. Birds Eye Fishless Fingers are worth £630k, the leading SKU in the fish substitute space[4].

Rich in Omega 3 and protein, the new Green Cuisine Battered Fishless Fillets recreate the brand’s most successful frozen fish SKU – the Birds Eye Battered Fish Fillet[5] – into a plant-based format. Packed with nutrition with a high rice protein content and the same crispy coating used on our iconic battered fish, the launch drives the brand’s vision to bring the nation’s most-loved flavours to the flexitarian and meat-free consumer.

Birds Eye is looking to amplify the fishless segment within the meat-free category, building on the success of Fishless Fingers which helped the Birds Eye Green Cuisine increase its household penetration from 9.1%[6] of the population in 2021 to 9.8%[7] of the population in 2022.

Victoria Westwood, Senior Brand Manager at Birds Eye Green Cuisine, said: “Our Battered Fishless Fillets tap into the consumer demand for products that can help them reduce their meat intake while ensuring flavour, health and convenience remain. Following on from the success of fishless fingersoffer a range of nutritional benefits, such as being a source of omega 3 which plays an important part in maintaining heart health.

Fishless Fillets is coated in our famous Birds Eye crispy batter to provide extra tastiness, seamlessly balancing health and taste for our consumers. The new launch will also help us on our mission to encourage meat-substitutes which are not only rich in flavour but also deliver on health.’’

Battered Fishless Fillets are available at Tesco stores now and will be rolled out to wider grocery in summer.

[1] Nielsen 12wks to 26.02.2022

[2] Kantar Worldpanel Meat Free excl. Pizza & Meals 12wks to 20.02.2022

[3]Nielsen 52 Weeks 23.4.22

[4] Nielsen 52 Weeks 23.4.22

[5] Nielsen Scantrack, total coverage, total frozen fish, value sales MAT L52wks w/e 23.04.22

[6]  Kantar MAT 52 Weeks 17.04.22

[7] Kantar MAT 52 Weeks 17.04.22