Made with “100% flaky fish fillets”, the range will be available in Cod and Omega 3

Made with “100% flaky fish fillets”, the range will be available in Cod and Omega 3

UK frozen food manufacturer Birds Eye has expanded its frozen food range with the launch of what it claims are "first-to-market" fish fillet burgers.

The company, owned by Iglo Group, said it identified "a clear requirement for a product that offers a more fulfilling meal solution to teens" with the launch. Made with "100% flaky fish fillets", the range will be available in Cod and Omega 3.

"The new fish fillet burger provides a fantastic teatime solution that answers a genuine demand for wholesome and nutritious fish products that teens - and the whole family- can enjoy," said Birds Eye assistant brand manager Gayle Humphrey. "We're confident this innovative new product will therefore help to increase teen fish consumption and provide a boost for the whole category by bringing new shoppers into the aisle."

The launch will be supported by TV advertising, in-store activity, online activation and PR.

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Birds Eye launches Fish Fillet Burgers for retailers with bigger sales appetites


This March, Birds Eye is launching a first-to-market Fish Fillet Burger to help increase fish consumption at family teatimes, particularly amongst teens.

Never before seen in the Frozen or Fresh categories, the launch of the Birds Eye Fish Fillet Burger follows comprehensive research into consumers' fish eating habits which found a significant opportunity in children aged 11-16. With Fish Fingers loved by younger children and coated whole fillets appealing to adults, Birds Eye identified a clear requirement for a product that offers a more fulfilling meal solution to teens with bigger appetites.

Birds Eye Fish Fillet Burgers are made with flaky 100% fish fillets and will be available in both Cod and Omega 3. Whilst helping to add fish into teenagers' mealtime repertoire, they offer a nutritious, substantial solution and more teatime choice for mums.

Gayle Humphrey, Assistant Brand Manager at Birds Eye, comments:
"As a category leading supplier1, Birds Eye is continually looking for different ways to innovate and respond to consumers' changing needs. The new Fish Fillet Burger provides a fantastic teatime solution that answers a genuine demand for wholesome and nutritious fish products that teens - and the whole family- can enjoy. We're confident this innovative new product will therefore help to increase teen fish consumption and provide a boost for the whole category by bringing new shoppers into the aisle."

Available from March, Birds Eye Fish Fillet Burgers will be supported by high profile TV advertising, in-store activity, online activation and PR.

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For further information please contact Frankie Mercieca or Lucy Kerr at Mercieca Ltd Tel: 020 7485 0100 or Email: Birdseye@mercieca.co.uk


Notes to Editors
RRPs:
Birds Eye 2 Omega 3 Fish Fillet Burgers £2.49
Birds Eye 2 Cod Fish Fillet Burgers £2.49


As one of the UK's best selling and best loved brands, Birds Eye is synonymous with quality food that's frozen for freshness. The entire Birds Eye range is created using only carefully sourced premium ingredients and the highly efficient freezing process used locks in the natural nutrition, flavour and freshness of the ingredients, giving consumers that familiar Birds Eye quality taste all year round.

 

Original source: Birds Eye