by Birds Eye
Jun 8th, 2021
5 mins
  • Birds Eye is branching out into fishless alternatives for the first time, expanding its popular Green Cuisine range with the launch of Fishless Fingers
  • 66% of consumers agree that Birds Eye has the best fish fingers on the market – the brand is well poised to launch one of its most iconic products in a plant-based format
  • The NPD is the first Green Cuisine product to use rice protein, and has many nutritional benefits such as being full of Omega-3 and a source of protein

Birds Eye is making its first venture into the fish-alternative segment, using its expertise in frozen to launch new Fishless Fingers. Debuting in Sainsbury’s in late June, the launch follows the success of previous Green Cuisine products that have recreated classic Birds Eye products, such as Chicken-free pieces, which now contributes to 38% of sales[1].

Jess Ali, Senior Marketing Manager at Birds Eye said: “Shoppers are increasingly looking for plant-based alternatives of their favourite foods, and with our established brand heritage and dominance in the fish finger category, we’re in the perfect position to create a plant-based alternative to our iconic fish finger. Consumers are more likely to buy and trial products from brands they already love and trust. Our Fishless Fingers are an important addition to our plant-based offering, and we’re hopeful that they will be as popular with family members as our beloved fish-based products.

“With the growing number of flexitarian shoppers, we are in the perfect position to appeal to those who wish to choose alternative formats for their mealtimes. The combination of our heritage in frozen food and our reputation for producing family mealtime favourites has helped to make our existing vegan products successful and popular, with penetration of the Green Cuisine range now up to 8.7%[2] . With this addition, our Green Cuisine range will continue to play off recognisable meat-based formats, showing shoppers that plant-based meals can be just as tasty and convenient.”

The Fishless Fingers, covered in the Birds Eye Fish Finger signature crumb for the same, recognisable taste, offer a range of nutritional benefits, such as being a source of omega 3 which plays an important part in maintaining heart health. To further the brand’s efforts to make eating meat-free more mainstream and promoting the power of plants, Birds Eye’s Green Cuisine brand has become the official plant-based supporter of Team GB ahead of the Tokyo 2020 Olympic Games.


The Birds Eye Fishless Fingers will be available in Sainsburys from late June with secured full distribution in over 600 stores. They will then be rolled out to other retailers from 2022.

[1] Nielsen Scantrack MAT TY 24.04.21

[2] Kantar MAT 52 Weeks 18.04.21


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