Chip Shop Curry Flavor Spices Up Birds Eye Chunky Fish Finger Line

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Birds Eye is expanding its Chunky Fish Finger range in the United Kingdom with the launch of a Chip Shop Curry variant. Six-packs of the frozen product were rolled out at Farmfoods stores on March 13 and will be available at Asda by the end of May and hit Iceland outlets later in 2023. The suggested retail price for the 365-gram offering is £3.75.

Inspired by one of Britain’s favorite fish and chips shop toppings, the new product features curry-flavored panko breadcrumbs. This will be the UK’s first “flavored” fish finger, and as with all Birds Eye’s products, it contains no artificial colors or flavorings.

The launch follows success from the existing Chunky range SKUs which have helped grow the fish finger category over the past two years. Sales of the line, which consists of Chunky Breaded and Chunky Battered, have increased by +24% since 2020, according to Nielsen figures, and the new flavor is expected to further drive purchases.

“We are always looking out for ways to make mealtimes more exciting and enjoyable for the whole family,” said Mike Sowerby, marketing manager for fish at Birds Eye. With curry sauce being England’s second most popular (and Wales’ first) chip shop topping on fish and chips, it made sense to combine our iconic fish fingers with one of the nation’s most loved condiments. Having already received excellent sensory feedback during consumer research, we know we will deliver on flavor and appeal to our shoppers’ tastes.”

Birds Eye, owned by Feltham, England-headquartered Nomad Foods, is the UK’s leading frozen food company, whose other well known brands include Goodfella’s, Aunt Bessie’s and Green Cuisine. Founded 75 years ago, Birds Eye has provided high-quality products for generations, and its iconic portfolio of frozen fish, vegetable and chicken dishes now also includes a meat-free range, pizzas and roast accompaniments.