The new 24 year old Captain will appear on thousands of packs of Birds Eye Fish Fingers in Iceland stores across the UK from July 2020
Captain Birds Eye will be replaced for a limited period of time by a real frozen food shopper on packs of fish fingers for the first time in the brand’s 50+ year history.
Charlotte Carter-Dunn, newly crowned as ‘Captain Charlotte’, has been selected to replace the famous brand icon after impressing judges in a nationwide competition to find a real frozen food hero, that uses their freezer in clever ways to trim money of their weekly food budget and save on food waste.
The impressive 24-year-old, who lives in Gloucestershire where she looks after two foster children, stood out from over 500 competition entrants for the time and effort it took to create her entry photo, where she did an incredible impersonation of the famous seafarer, as well as for her insightful frozen food tips:
- Frozen foods can be just as delicious as their fresh counterparts. I used a lot of frozen vegetables in cooking and notice no difference in terms of taste or texture – plus you can take the amount you need and it saves throwing away veg that’s going off
- I freeze any leftovers from meals and at the end of the month I make ‘iffits’ for dinner – If it’s there, eat it! This means saving money, reducing food waste and making more room in my freezer for the next shop
- Keep easy frozen meal components in the freezer for when you don’t fancy cooking, so you don’t waste money on a takeaway
- We’ve all been guilty of freezing leftovers and forgetting they are there. Try splitting your freezer into three parts:
- Add ons – in this drawer store your vegetables and potato products that you most regularly add in to meals
- 30-minute wonders – foods that can be popped into the oven and help get dinner in front of the family in next to no time. This could be fish fingers (or as my two foster children call them, freezer tapas!) or a leftover meal
- Not quite ready items – all of your meat, fish and other ingredients that need to be defrosted or added as a component to a recipe
- Buy frozen BBQ food! There are lots of amazing options when it comes to frozen meat and fish. Instead of spending a fortune making numerous homemade dishes to suit different family members, simply pop some frozen fish or meat in the oven and finish it off on the BBQ. No one can tell the difference and there is far less stress (and washing up) involved
Charlotte said: “I’m delighted to have won the competition and can’t believe I will be replacing the iconic Captain Birds Eye on packs – it’s all very surreal. As a foster carer, meal times can be a little hectic but shopping frozen helps me to cut back on the food we waste and have easy meals on the table in no time. My freezer has been even more of a god send during lockdown as it’s enabled us to reduce our shopping trips. I hope that sharing my frozen hacks will help other families get the most out of their freezer.”
Iceland and Birds Eye, two leading brands in frozen food, launched the competition together to promote the benefits of frozen food and help everyday families make their money go further. New research commissioned by the two frozen food giants recently revealed the extent of food waste in the UK, with over £188 million wasted nationwide every week.
Steve Challouma, UK General Manager at Birds Eye, said: “We’re excited to be temporarily replacing our iconic Captain with Charlotte, who is a real champion of the benefits of using your freezer more. Frozen food has never been more relevant and important to the average household, as shown by the invaluable tips sent in by some of the UK’s savviest shoppers. Saving money and reducing food waste are just two of the many benefits to using frozen food, something we’ve long been passionate about. It was clear from Charlotte’s frozen food top tips that she was worthy winner, so we hope shoppers are equally inspired by her advice to make the best use of their freezers and to discover the real variety of exciting food options that sit in the freezer aisle.”
Richard Walker, Managing Director at Iceland said: “We’re delighted to be featuring a real customer on packs of fish fingers to be sold in our stores, reaching families at dinner tables across the UK. We know that there are millions of ‘tea time captains’ who shop with us every week, all of whom are experts in keeping weekly grocery bills down and reducing waste in the kitchen. More and more families are waking up to the benefits of frozen food and Charlotte is a great advocate for switching and saving.”