by Birds Eye
Jan 18th, 2022
3 mins
BFFF

Birds Eye is expanding its Captain Birds Eye portfolio as it seeks to attract health-conscious shoppers to the Coated Fish category with two new fish fillet variants coated in a seeded crust. Launching in ASDA in the New Year, the Birds Eye Seeded Crust range will be available in; linseeds & sunflower seeds and pumpkin seeds & buckwheat. The new products will be supported with a £2m campaign spanning TV, digital and shopper marketing.

Emily Frank, Fish Senior Brand Manager at Birds Eye, said: “Health is firmly back on shoppers’ agendas[1] and is a key reason why people choose to eat fish – second only to great taste[2]. Our Seeded Crust fish range uses seeds and grains to provide extra goodness and a deliciously crispy coating, perfectly balancing health and taste for our consumers. They will also help on our mission to encourage consumers to eat two portions of fish per week by offering a delicious mid-week lunch or evening meal option.”

As with the whole of Birds Eye’s fish range, the two products are 100% MSC certified, meaning the fish is responsibly sourced so that Birds Eye can safeguard fish stocks for future generations. The products will be launching in ASDA stores from the 17th January, before rolling out to wider grocery from March. The products have an RRP of £2.79*.

[1] U&A S2 Q8 & Q9 MMH, Q12 & Q13 Consumption drivers, consumption occasions IT 2018 total fish = 924; total frozen fish = 139

[2] U&A S2 Q8 & Q9 MMH, Q12 & Q13 Consumption drivers, consumption occasions IT 2018 total fish = 924; total frozen fish = 139

Webinars

Dec 9th, 2021
2 mins

Fareshare and Frozen

Nov 1st, 2021
3 mins

Lumina Intelligence give cautious optimism with menu counts increasing season-on-season in the latest BFFF industry webinar

Oct 28th, 2021
1 min

Butterflies in a Hurricane: Navigating Turbulence in Wholesale Energy Markets - BFFF exclusive

Sep 22nd, 2021
1 min

TRANSPORT AND GROUPAGE BREXIT SUPPORT SESSION

Sep 16th, 2021
1 min

FROZEN OPPORTUNITIES PRESENTED BY HFSS RECORDING

Aug 19th, 2021
1 min

The Future of Imports Recording

Jul 22nd, 2021
1 min

Integrating Social Value into your business recording