Birds Eye Serves Up First Gluten-Free Products

The Birds Eye brand has marked its entry into the free-from market, with the launch of the new ‘Gluten Free Fish Fingers’ range.

The range is made from 100% fish fillets, with all ingredients containing gluten, such as wheat flour, or gluten containing bread crumbs, replaced with alternative flours and starches. It is now available at Tesco, the Co-op, and Ocado (RRP £2.49).

Steve Chantry, Birds Eye UK marketing director, commented: “With the launch of the Gluten Free Fish Fingers, we want to demonstrate that Birds Eye offers quality products for everyone. The move into gluten free is an exciting step for the brand. Fish fingers currently make-up £120.2m 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.”

The range extension follows last month’s launch of a new above-the-line campaign for Fish Fingers, which saw the first fully dedicated Captain Birdseye TV ad in over a decade.