Birds Eye cod and haddock fish fingers will carry the MSC ecolabel from September

Birds Eye cod and haddock fish fingers will carry the MSC ecolabel from September

Iglo Group has secured MSC sustainability certification for its Birds Eye cod and haddock fish finger ranges in the UK.

The MSC certification was co-founded by the Birds Eye brand, WWF and international conservation leaders 15 years ago. The certification means the fishery has demonstrated that it is "well-managed and sustainable through a comprehensive, independent scientific assessment", Iglo said.

The switch to more MSC certified supply forms part of Iglo's sustainability plan, Forever Food, which aims to certify 100% of its fish range to help protect global fish stocks.

"As Europe's leading frozen fish manufacturer, we have an important role to play in working to ensure the long-term security of our oceans, but also in making it easier for consumers to eat in a more sustainable way," Iglo CEO Martin Glenn said.

Birds Eye cod and haddock fish fingers will carry the MSC eco-label from September.

In a separate announcement, Birds Eye is adding to its range in the UK with the launch of Fish Fusions; a range of "lightly coated fish infused with complementary flavour combinations".

Each pack contains two fillets of Alaskan Pollock, covered in flour and breadcrumbs, in three variants; Lemon & Black Pepper, Garlic & Herb and Lime & Chilli.

The lighter coating also means each fillet is made up of over 20% more fish, Birds Eye claims, and contains 50% less saturated fat than standard coated fillets.

The launch of Fish Fusions will be supported by television advertising to run from April as part of a GBP4.5m (US$7.2m) marketing campaign to include online, in-store and PR activity.