Birds Eye unveils a new recipe that combines same 100% fish fillet with crunchier crumb.

Birds Eye is relaunching its iconic Fish Finger with the brand’s best recipe yet, following extensive consumer testing1 that showed a clear preference for the icon’s new, crunchier coating, forming the perfect balance between crumb and succulent, flaky 100% white fish fillet. Rolling out across Birds Eye’s Breaded Omega 3, Cod and Haddock Fish Finger ranges, the new recipe comes with a bold new pack design created to stand out and capture attention in the freezer aisle.

With market leaders Birds Eye holding 57.5% share of the £192.3m2 UK fish finger category, the recipe and pack design upgrade aims to bring even more shoppers into a category already loved by households across the country. To support the rollout, Birds Eye will launch a multi‑million‑pound marketing campaign across TV, out-of-home, social and in‑store, celebrating the taste, versatility and quality that have made Birds Eye Fish Fingers a household staple for over 70 years.

At the heart of the upgrade are the simple ingredients used to make our fish fingers: starting with a block of frozen fish fillets, which are cut into the iconic fish finger rectangles. Each piece is then dipped in a flour-based batter, before being coated in Birds Eye’s unique baked breadcrumbs. The fingers are flash‑fried to set the coating and then frozen immediately to lock in their quality, a process similar to how they might be made at home, just at larger scale.

The Birds Eye fish finger portfolio gives households a choice of responsibly sourced fish options, each offering a tasty and nutritious addition to meals: Omega 3 (Alaska Pollock) Fish Fingers are a source of omega‑3 and a natural source of protein, while Cod and Haddock Fish Fingers (also both a natural source of protein) each deliver the flaky texture and delicate flavour that make them enduring favourites.

Claire Sutton, Marketing Director at Birds Eye, commented: “Birds Eye Fish Fingers have been part of British family life for generations because they consistently deliver on taste, quality, and convenience. This recipe refresh takes everything people love about our Fish Fingers and makes them even better. We’ve focused on creating the ultimate crunch while keeping the same succulent fish inside, giving shoppers the best fish finger experience possible.”
The new recipe and updated packs of Birds Eye Omega 3, Cod and Haddock Fish Fingers will start landing on shelves in Morrison’s from 3rd March. They will be rolling out in Tesco, Sainsbury’s, Iceland and Asda from 9th March.

Do you have a young leader who would benefit from being part of the BFFF Young Leaders Forum?

The BFFF Young Leaders Forum was launched at the BFFF Business Conference in March 2020. The aim of the forum is to bring young, developing individuals together to investigate initiatives to help support and promote the frozen food industry. The forum also gives the members the opportunity to develop through talks from industry experts, site visits, exposure to company operations and interaction with other BFFF members.

In 2026/2027, YLF members will be visiting Speciality Breads, Campden BRI, Space Maker Inc and ifp-labs, with further visits and online sessions being planned.

Current member and former chair, Lewis Wantling, said of the forum:

Being part of the YLF is a brilliant opportunity to connect across the frozen food sector, working together and learning from other young leaders in a wide range of sectors & positions. Being part of the YLF since the very beginning has been a rewarding experience. Gaining exposure to the different categories in the frozen food sector with each visit providing insights and building a greater understanding of the wider industry. Over the course of the visits, I’ve seen first-hand the passion businesses have for quality frozen produce, innovation and driving added value.

To become a BFFF Young Leader:

• You should ideally be aged between 18 and 35
• You must work for a BFFF member company

If you are interested in joining, or have a staff member that you think would be, please contact Kathryn Tindall: kathryntindall@bfff.co.uk for further information.

The Gas Specialists

BUSE Gases Ltd is a subsidiary of BUSE KSW GmbH & Co. KG headquartered in Germany.

We are a trusted name in an evolving portfolio of gases for more than 130 years and a very experienced partner for your business.

As one of the leading suppliers in both the Industrial and Specialty Gas Markets, we provide our customers with the highest quality products and outstanding level of service.

Heritage

Rudolf Ehrenfried Buse originally pursued a completely different idea that had nothing to do with gas. In 1875 he set up a bag factory in Bad Hönningen. But instead, he became much more enthused about the natural gases, now known as carbon dioxide, in the Hundsacker district of Hönningen.

He was so interested in them that he devoted himself intensely to their liquefaction. He then set up carbonic acid plants in multiple locations across Germany, including one in Gerolstein.

Origins in drinks

As a pleasant by-product, he encountered water while drilling for carbonic acid from the spring. But it was not just ordinary water. It was top-quality mineral water that had already been discovered in Roman times. At this historic moment, Gerolsteiner Flora-Brunnen was founded in 1883.

From that point forth, Rudolf Ehrenfried Buse extracted not only mineral water in Gerolstein but also spring-sourced carbonic acid. He was able develop this business into the drinks industry.

Over the subsequent decades, the mineral water business expanded.

Establishment of the Buse Group at an international level followed with sites opening in Greece, and the Balkans, where BUSE developed into an established name in the local gas business. At the same time, we established a further site in the Netherlands. We rapidly established ourselves as one of the leading service providers for inspecting and filling canisters for pressurised gas and extinguishing agents for the firefighting industry. We are, to date, an expanding corporate group with international locations and an extremely broad services spectrum.

Food Applications

Intelligent Gas Solutions for Modern Food Production

We are your dependable partner in evaluating processing requirements and site-specific challenges. Our expertise lies in developing optimal gas supply systems that:

• Improve long-term profitability.
• Increase production flexibility.
• Reduce waste and environmental impact.
• Lower total cost of ownership

Whether your Food preparation requirement is:

• Freezing
• Chilling
• Modified Atmosphere Packaging (MAP)

BUSE Gases delivers innovative supply options designed to improve operational efficiency. Our solutions combine:

• World-class technology
• Visible, data-driven monitoring
• Transparent, long-term partnerships
• Optimised supply and recovery systems

Clients are consistently surprised by the opportunities we uncover to enhance efficiency while safeguarding quality and sustainability.

applications@buse-group.uk  

Legionnaires’ disease is a severe form of pneumonia (lung infection) caused by a type of bacteria known as Legionella. 

While the bacteria are naturally found in freshwater environments like lakes and streams, they become a health risk when they grow and spread in man-made water systems. The disease is typically contracted by breathing in tiny droplets of water (aerosols or mist) that contain the bacteria.

Employers, landlords, and property managers in the UK have a legal duty under the Health and Safety at Work etc. Act 1974 and COSHH Regulations 2002 to manage Legionella risks. Key requirements include conducting a risk assessment, implementing control measures appointing a responsible person, and keeping records

With 35 years experience ensuring the microbiological safety of potable water, ifplabs UK are pleased to announce that we have recently expanded our testing portfolio to offer a UKAS accredited service for the detection and quantification of Legionella in hot and cold mains water.

We provide end-to-end testing support for monitored water systems, including culture methods to validate control schemes and outbreak investigations; aligned to UKHSA/HSE expectations. Routine potable and system hygiene indicators to track baseline quality and detect emerging risk. Sampling bottles included in analysis cost; scheduled dispatch to fit your monitoring plan. Online sample submission portal with results certificates available to authorised users; email certificates to nominated contacts for simple audit trails.

If ensuring water safety and controlling Legionella risk is your responsibility, let it also be ours, by trusting ifplabs UK as your testing partner.

Take a look at our water safety leaflet:

What Good Water Safety Looks Like

Contact our UK sales team – UK.sales@ifp-labs.com or call 01422 405678