Birds Eye adds Fishless Fingers to Green Cuisine range
By Oliver Morrison
- Last updated on
Birds Eye is branching out into fishless alternatives for the first time, expanding its Green Cuisine range with the launch of Fishless Fingers.
The NPD is the first Green Cuisine product to use rice protein, and has many nutritional benefits such as being full of Omega-3 and a source of protein, according to Birds Eye.
Debuting in Sainsbury’s in late June, the launch follows the success of previous Green Cuisine products that have recreated classic Birds Eye products, such as Chicken-free pieces, which now contributes to 38% of sales.
Jess Ali, Senior Marketing Manager at Birds Eye said: “Shoppers are increasingly looking for plant-based alternatives of their favourite foods, and with our established brand heritage and dominance in the fish finger category, we’re in the perfect position to create a plant-based alternative to our iconic fish finger. Consumers are more likely to buy and trial products from brands they already love and trust. Our Fishless Fingers are an important addition to our plant-based offering, and we’re hopeful that they will be as popular with family members as our beloved fish-based products.
“With the growing number of flexitarian shoppers, we are in the perfect position to appeal to those who wish to choose alternative formats for their mealtimes. The combination of our heritage in frozen food and our reputation for producing family mealtime favourites has helped to make our existing vegan products successful and popular. With this addition, our Green Cuisine range will continue to play off recognisable meat-based formats, showing shoppers that plant-based meals can be just as tasty and convenient.”