Fish / Seafood

Birds Eye Debuts Seeded Crust Fish Fillets Range at ASDA Stores in UK

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Nomad Foods’ Birds Eye frozen food products brand in the United Kingdom is expanding its Captain Birds Eye portfolio in an effort to attract more health-conscious shoppers to the coated fish category with two new fish fillet variants coated in seeded crusts.

Now rolling out at ASDA retail stores across England, the 100% fish fillet offerings are available crusted in linseeds and sunflower seeds as well as in pumpkin seeds and buckwheat. The new products are being supported with a £2 million promotion campaign spanning television, digital and shopper marketing fronts.

“Health is firmly back on shoppers’ agendas and is a key reason why people choose to eat fish – second only to great taste,” said Emily Frank, Birds Eye’s senior brand manager for seafood products. “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.”

As with all offerings in Birds Eye’s frozen fish range, the latest products are 100% MSC certified, meaning the raw material has been responsibly sourced. The products, which began appearing in ASDA store on January 17, are scheduled to be available across the entire UK grocery channel by March. The suggested piece is £2.79 per twin-pack.