Birds Eye is launching a new range of frozen fish called ‘Captain’s Discoveries’. Focused on bringing world flavours into the category, the range is made up of four new products, as well as two existing lines which have been renamed to sit within the range.
The new products include Mexican-inspired Tortilla Crumb Fish Fillets that have a hint of lime and mild chilli, and Mediterranean-inspired Focaccia Crumb Fish Fillets flavoured with sun-dried tomatoes and thyme.
Birds Eye has also introduced two new baked fish dishes to the new range, a Mexican-inspired Fish Fillet Bake and an Indian-inspired Fish Fillet Bake.
In addition, it has also updated the naming and packaging of its Lightly Dusted Fish Fillets with Sea Salt & Rosemary, and Lightly Dusted Fish Fillets with Lemon & Black Pepper, which now also sit in the ‘Captain’s Discoveries’ collection.
All products will be available with an RRP of £4.
The new range aims to drive penetration amongst a younger audience. The brand noted that younger shoppers typically under-index in the frozen fish category, and the new range aims to help grow frozen fish meal occasions and drive incremental sales in the category for retailers.
Mike Sowerby, Marketing Director at Birds Eye UK&I, commented: “As a brand that is loved and trusted by consumers to consistently deliver great-tasting, quality products, we wanted to bring real excitement to the frozen fish category with a totally new range of flavours. Birds Eye’s new ‘Captain’s Discoveries’ range is inspired by cuisines from across the seven seas, celebrating Captain Birds Eye’s passion for exploration and freshness, inviting consumers to join him on a ‘voyage of taste’.
“The range is easy to prepare, helping experienced and novice home cooks alike create vibrant, flavoursome dishes in their own kitchen, and we are confident our new proposition will help inspire a more adventurous attitude towards frozen fish.”
