Birds Eye is expanding its Chunky Fish Finger range with the launch of a Chip Shop Curry variant.
Inspired by one of Britain’s favourite fish and chip toppings – the chip shop curry sauce – the NPD has been created by adding a curry-flavoured panko breadcrumb to its Chunky Fish Finger. This will be the UK’s first ‘flavoured’ fish finger, but as with all Birds Eye’s products, it contains no artificial colours or flavourings.
The brand noted that sales of its Chunky range, which consists of Chunky Breaded and Chunky Battered, have increased by 24% since 2020, with the new flavour expected to drive this further.
Mike Sowerby, Marketing Manager for Fish at Birds Eye, said: “We’re looking forward to seeing shoppers add variety to their meals with the launch of our first ever ‘flavoured’ fish finger in the UK. 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. Our Chip Shop Curry Fish Fingers are set to be a real family favourite, having already received excellent sensory feedback during consumer research, so we know we will deliver on flavour and appeal to our shoppers’ tastes.
“We know that our previous Chunky Fish Finger launches have added incremental sales to the category, and we’re confident the new addition will follow suit.”
The Chip Shop Curry Sauce Chunky Fish Fingers went on sale at Farmfoods this week. This will be followed by Asda at the end of May and Iceland later in 2023, with an RRP of £3.75.
