- The UK’s leading frozen fish brand[1] launches new six-SKU range called ‘Captain’s Discoveries’ including new Mexican-inspired Tortilla Crumb Fish Fillets and Mediterranean-inspired Focaccia Crumb Fish Fillets.
- Birds Eye’s new coated fish range aims to drive penetration of a younger shopper demographic into the frozen fish aisle.
- This latest range addresses the growing trend from consumers for world cuisine dishes[2].
The number one frozen fish brand in the UK[3], Birds Eye, is launching a new range of fish products: ‘Captain’s Discoveries’. With a focus on bringing world flavours into the frozen fish category, the range will be made up of four new products, as well as two existing products which have been renamed to sit within the range. This includes new Mexican-inspired Tortilla Crumb Fish Fillets that have a hint of zingy lime and mild chilli, and Mediterranean-inspired Focaccia Crumb Fish Fillets flavoured with sun-dried tomatoes and thyme.
Birds Eye has also introduced two new baked fish dishes to the new range, a Mexican-inspired Fish Fillet Bake and Indian-inspired Fish Fillet Bake, as the brand seeks to bring more variety and flavour to the frozen aisle. In addition, it has also updated the naming and packaging of its Lightly Dusted Fish Fillets with Sea Salt & Rosemary, and Lightly Dusted Fish Fillets with Lemon & Black Pepper, which now also sit in the ‘Captain’s Discoveries’ collection.
The ‘Captain’s Discoveries’ range, which combines Birds Eye’s renowned quality fish with delicious flavours from around the globe, aims to drive penetration amongst a younger audience. Younger shoppers typically under-index in the frozen fish category[4] and this new range will deliver on the excitement that they are looking for to help grow frozen fish meal occasions and drive incremental sales in the category for retailers. Like all Birds Eye frozen fish products, the entire Captain’s Discoveries range is MSC or ACS certified and non-HFSS.
Named after Birds Eye’s iconic Captain Birds Eye, one of the UK’s most powerful food brand mascots[5], The Captain™ is front and centre of the new range as the brand looks to harness his fame and develop his ‘story’ to address the current consumer trends for healthy, world flavours.
Mike Sowerby, Marketing Director at Birds Eye UK&I commented, “As a brand that is loved and trusted by consumers to consistently deliver great-tasting, quality products, we wanted to bring real excitement to the frozen fish category with a totally new range of flavours. Birds Eye’s new ‘Captain’s Discoveries’ range is inspired by cuisines from across the seven seas, celebrating Captain Birds Eye’s passion for exploration and freshness, inviting consumers to join him on a ‘voyage of taste’.
“The range is easy to prepare, helping experienced and novice home cooks alike create vibrant, flavoursome dishes in their own kitchen, and we are confident our new proposition will help inspire a more adventurous attitude towards frozen fish.”
[1] Nielsen Total GB value sales, 52 w/e 28.12.24
[2] Kantar, Usage Panel, Growing Dishes/Meal Centres, Occasion change, 52 w/e 7th July 2024 vs. 52 w/e Jan 2020
[3] Nielsen Total GB value sales, 52 w/e 28.12.24
[4] Kantar: Adult Age | Total In Home / Carried Out | 01-Dec-24 | Occasions (Mil) | Share | 52 w/e
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