BIRDS EYE LAUNCHES BASA AND COD WHOLE FILLETS EXPANDING ITS FISH PORTFOLIO

New Inspirations range features ASC certified Basa and a refreshed pack design

Leading frozen food brand, Birds Eye, has announced the launch of its NEW 100% Whole Fillet Battered Inspirations range, introducing ASC certified Whole Basa Fillets in a Sea Salt and Malted Vinegar Batter, and MSC Certified Chunky Cod Fillets in a Signature Golden Batter.

In a first for the UK frozen food industry, Birds Eye is the only brand to source Basa species that is certified by the Aquaculture Stewardship Council (ASC).

Recognised as the most credible independent standards programme for responsibly farmed fish, the announcement marks a long-term commitment from Birds Eye to reduce the environmental and social impacts of aquaculture.

Esther Luiten, Commercial Director, Aquaculture Stewardship Council (ASC), comments: “Birds Eye is leading the way in responsible aquaculture as the first frozen food brand to offer ASC certified Basa products. By demonstrating its commitment to sourcing fish that is farmed to the leading global social and environmental standard, Birds Eye has set an excellent example to other frozen food companies to source foods more sustainably. Birds Eye consumers can have confidence that its fish is sourced through farms that respect workers, the community, as well as the planet.”

Steve Challouma, UK Marketing Director, Birds Eye, said: “For 20 years, Birds Eye has pioneered the responsible sourcing of fish, co-founding the MSC programme alongside the WWF and working closely with suppliers and producers to provide responsibly sourced fish that can be traced back to its origin.

Receiving the stamp of approval from the ASC for our Basa launch reinforces the Birds Eye promise that we will continue to source more sustainably, helping to safeguard fish supplies for generations to come.

“As leaders in the frozen food industry, we hope to inspire other brands in the category to support real environmental change and help to transform the UK’s fish market. If all fish brands follow responsible farming methods, we can help to reduce pollution, protect the workforce and decrease the disruption of local ecosystems,” Challouma concluded.

In addition, the design of Birds Eye Inspirations has been modernised to increase taste appeal and bring meal occasions to life on-pack by emphasising its premium, fresh and quality ingredients.

From November 2017, Birds Eye will support the new menu-inspired range, with a year-round multi-media digital and advertising campaign across social media and prime-time TV until December 2018.

New additions to the Inspirations range, available in Sainsbury’s, Asda, Morrisons, and Ocado:

-Two Whole Basa Fillets in a Sea Salt & Malted Vinegar Batter (RRP £4.50)

-Two Chunky Cod Fillets in a Signature Golden Batter (RRP £4.50)