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 and is a key reason why people choose to eat fish – second only to great taste. 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.”
Birds Eye’s new Seeded Crust fish fillets are rich in protein and vitamin B12. The combination of fish, seeds and grains also provides an important source of selenium and copper, both of which are essential nutrients that contribute to the normal functioning of the immune system. They can be enjoyed as part of a varied, balanced diet and heathy lifestyle.
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.