• Birds Eye has two new additions to its Captain Birds Eye portfolio with new Seeded Crust frozen fish fillets: linseeds & sunflower seeds and pumpkin seeds & buckwheat
  • Each variant uses a light coating of seeds and grains, providing a deliciously crispy crust and extra goodness
  • Both products will launch in ASDA from 17th January 2022

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

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