Birds Eye has launched ASC-certified Whole Basa Fillets in a Sea Salt and Malted Vinegar Batter, and MSC-certified Chunky Cod Fillets in a Signature Golden Batter under its Inspirations range of ready meals in the United Kingdom.
The new additions to the portfolio are now available in the frozen food aisles of Sainsbury’s, Asda and Morrisons retail stores, as well as through the Ocado online supermarket platform. Both offerings feature two fillets per pack that sell at the manufacturer’s suggested retail price of £4.50.
“Birds Eye is leading the way in responsible aquaculture as the first frozen food brand to offer ASC-certified basa products,” commented Esther Luiten, ASC commercial director. “By demonstrating its commitment to sourcing fish that is farmed to the leading global social and environmental standard, it has set an excellent example to other frozen food companies to source foods more sustainably. Consumers can have confidence that its fish is sourced through farms that respect workers and the community, as well as the planet.”
Steve Challouma, Birds Eye’s UK marketing director, said: “For 20 years, Birds Eye has pioneered the responsible sourcing of fish, co-founding the MSC program alongside the WWF and working closely with suppliers and producers to provide responsibly-sourced fish that can be traced back to its origin. Receiving the stamp of approval from the ASC for our Basa launch reinforces the promise that we will continue to source more sustainably, helping to safeguard fish supplies for generations to come.”
Meanwhile, the design of Birds Eye Inspirations packaging has been modernized to enhance taste appeal and bring meal occasions to life on-pack by emphasizing the premium, fresh and quality ingredients of its content.
Birds Eye, a unit of Feltham, England-headquartered Nomad Foods, is supporting the restaurant menu-inspired Inspirations range with a multi-media digital and advertising campaign across social media and prime-time TV that will run through December of 2018.