Birds Eye Adds Gluten Free Fish Fingers to Range in UK
Prefried gluten free fish fingers have been introduced under the Birds Eye label in the United Kingdom. The frozen product, distributed in 12-packs that have a suggested retail price of £2.49, are now available at Tesco, Co-op and Ocado stores throughout Britain.
Made from Alaska pollock fillets, Birds Eye Gluten Free Fish Fingers serve up the same quality as the original product even though all ingredients containing gluten, such as wheat flour and bread crumbs, have been replaced with alternative flours and starches.
“The number of gluten-intolerant consumers or those who choose not to eat gluten as part of a healthier lifestyle diet has rapidly increased over the last few years. With this launch, we want to demonstrate that Birds Eye offers quality products for everyone,” said Steve Chantry, the brand’s marketing director. “Fish Fingers currently make up £120.2 million of the total frozen category, and with the introduction of this coeliac friendly variant we hope to drive incremental growth in the fish finger category and attract a new audience to the frozen market.”