Birds Eye's handsome sea captain could soon face the boot after failing to appeal to fish finger aficionados.

The trendy model, with his designer stubble, was drafted in to widen the appeal of the brand. The company's advertising agency, HHCL, recently admitted however that the ads had failed to make fish fingers "younger and sexier".

This, according to market watchers, could mean the imminent return of the elderly white-haired Cap'n who has promoted the brand since its launch in 1955.