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.
