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 3 rd March. They will be rolling out in Tesco, Sainsbury’s, Iceland and Asda from 9th March.
1 SAM Consumer Study on Fish Fingers September 2025
2 Nielsen Data 52wks ending 24/01/26
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