New concept from Birds Eye to drive sales in frozen fish

The new range is set to offer more inspiration for midweek mealtimes and inject some variety into the current Coated Fish sector. Recent research showed whilst consumers still love traditional classic fish coatings of breadcrumbs or batter, they’re often looking for something more special or slightly different.

Fish Fusions is a solution to this, with a range of flavours to suit everyone’s taste buds. Each pack contains two chunky fillets of Alaskan Pollock, lightly covered in flour and breadcrumbs, in three flavour varieties; Lemon & Black Pepper, Garlic & Herb and Lime & Chilli. The lighter coating also means each fillet is made up of over 20 per cent more fish and contains 50 per cent less saturated fat than standard coated fillets.

Lightly Coated fish is a new concept and Birds Eye is aiming to bring in new consumers to the category whilst also appealing to those currently buying classic coated fish and those who often opt for naked fish.

Fish Fusions will appear on television screens from April alongside popular spokesbear Clarence as part of a £4.5m marketing campaign. The launch will also be supported online, in-store and through PR activity.