Birds Eye overhauls iconic Fish Fingers with ‘best recipe yet’
Nomad Foods has announced a major relaunch of its category-leading Birds Eye Fish Fingers, introducing what the brand describes as its “best recipe yet.”
The refresh, which spans the brand’s Breaded Omega 3, Cod, and Haddock variants, follows extensive consumer testing that showed a clear preference for a new, crunchier coating. The updated recipe maintains the signature 100% white fish fillet but introduces an enhanced crumb designed to deliver a superior texture and “ultimate crunch.”
With Birds Eye currently commanding a 57.5% value share of the £192.3 million UK fish finger category, the move is a strategic play to drive incremental growth and attract new shoppers to the frozen aisle.
“Birds Eye Fish Fingers have been part of British family life for generations because they consistently deliver on taste, quality, and convenience,” said Claire Sutton, marketing director at Birds Eye. “This recipe refresh takes everything people love about our Fish Fingers and makes them even better. We’ve focused on creating the ultimate crunch while keeping the same succulent fish inside.”
The recipe overhaul is accompanied by a bold packaging redesign intended to increase “findability” and shelf standout.
To support the rollout, Nomad Foods is putting a multimillion-pound marketing investment behind the brand. The campaign will span TV, out-of-home, social media, and in-store activations, highlighting the 70-year heritage and versatility of the product.
The new recipe and updated packs began appearing on shelves in Morrisons on March 3rd. A wider rollout to Tesco, Sainsbury’s, Iceland, and Asda is scheduled to follow from March 9th.
Product details:
- Birds Eye Omega 3 Fish Fingers: 10-pack
- Birds Eye Cod Fish Fingers: 8-pack
- Birds Eye Haddock Fish Fingers: 8-pack.
The relaunch comes at a time when frozen food continues to see strong performance as consumers seek out value and waste-reduction benefits without compromising on quality. For the trade, the move represents a significant refresh of one of the most high-penetration SKUs in the frozen category.
