Heart health focus for Captain Birds Eye with premium Pollock additions

• Birds Eye is evolving its Captain Birds Eye premium range with two new Pollock SKUs
• Pollock is a source of Omega 3, which helps contribute to the normal function of the heart
• The new Lighted Dusted Fish Fillets will be available in two variants: lemon & cracked black pepper, and sea salt & rosemary.

Birds Eye is expanding its Captain Birds Eye range of premium fish, with two new coated Pollock fillet variants. Using Deep Skinned Alaska Pollock for a higher quality and more “Cod-like” appearance, the new products will emphasise the health benefits of the fish on pack. Launching in grocery from the end of February, the new Lighted Dusted Fish Fillets will be available in two coatings, lemon & cracked black pepper, and sea salt & rosemary.

Annalisa Fanali, General Marketing Manager Fish at Birds Eye, said: “We know shoppers are increasingly looking to improve their health and wellbeing. We want to educate shoppers on the benefits of Pollock as a source of Omega 3, which plays an important part in maintaining heart health. As the leading brand in frozen fish, we wanted to make a difference to our shoppers’ wellbeing, and give them greater variety to choose from.

“There is a perception that Pollock is of lesser quality when compared to the more traditionally used Cod or Haddock. By evolving part of our Captain Birds Eye range, we’re set on changing this view, using premium, Deep Skinned Alaska Pollock fillets for a whiter and better-quality fish. We’re also highlighting the nutritional benefits on pack, while also ensuring shoppers are excited by the premium and quality taste that is at heart of this range.”

Pollock is a source of Omega 3, which is essential for good health and helps to maintain normal blood pressure and a healthy heart. To highlight this on pack, Birds Eye’s entire Pollock range will now also include a blue heart logo to emphasise how the products are “Good For Your Heart”.

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 rolling out to Morrison’s from the 22^nd of February, before rolling out to wider grocery and convenience channels. The products have an RRP of £3*.