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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By GlobalData