Nomad said launch targets increase in number of gluten intolerant consumers or those that choose not to eat gluten as part of a healthier lifestyle

Nomad said launch targets increase in number of gluten intolerant consumers or those that choose not to eat gluten as part of a healthier lifestyle

Nomad Foods has announced the launch of Birds Eye gluten-free fish fingers in the UK in the brand's first foray into the category.

The frozen food giant said the new product, made from 100% fish fillets, "provide the same quality as the iconic original, but all ingredients containing gluten, such as wheat flour, or gluten containing bread crumbs, have been replaced with alternative flours and starches".

Birds Eye UK marketing director Steve Chantry said: "The number of gluten intolerant consumers or those that choose not to eat gluten as part of a healthier lifestyle has rapidly increased over the last few years. With the launch of our Gluten Free Fish Fingers, we want to demonstrate that Birds Eye offers quality products for everyone."

"The move into gluten-free is an exciting step for the brand. Fish fingers currently make-up GBP120.2m (US$124.6m) of the total frozen category and with the introduction of this coeliac-friendly variant, we hope to drive incremental growth in the fish finger category and attract a new audience to the frozen market."

According to Nomad, research by Mintel shows the wider UK free-from market is set to reach GBP673m in sales by 2020.

The new line will be available from mid-October from Tesco, The Co-operative Group and on Ocado at an RRP of GBP2.49.