Birds Eye extends range with new crispy chunky fish fingers

Birds Eye is launching Crispy Chunky Fish Fingers, following the respective successes of its Chunky and Oven Crispy Battered ranges. More than double the size of regular fish fingers, the new launch will target shoppers looking for larger and more filling fish fingers. Birds Eye’s Fish Finger range will also benefit from TV support, with the popular Captain Birds Eye campaign returning and focusing on the existing Chunky Fish Finger product, airing from 24th August as part of a £2.4m media spend.

The new Crispy Chunky Fish Fingers combine two of Birds Eye’s most popular fish finger variants, Chunky and Oven Crispy Battered, both of which have performed extremely well and driven RSV £7.2m and RSV £10.6m respectively to date[1]. Six crispy battered chunky fish fingers are included per pack, with each fish finger more than twice the size (60g) of the brand’s regular variant (28g).

Annalisa Fanali, Fish General Marketing Manager at Birds Eye, said “We’ve taken two really successful and popular fish finger variants, and created the ideal fish finger that pairs shoppers’ love for extra crispiness and a generous amount of fish. We’re excited to add the new Crispy Chunky Fish Fingers to our offering, and for everyone to now enjoy the perfect fish finger sandwich.”

“During lockdown, we saw many families turning to products they really knew and loved. 39% of households in the UK have bought Birds Eye Fish Fingers in the last 12 months,[2] so we know how much of an appetite the nation has for our fish fingers. Our existing Chunky Fish Finger product has performed remarkably well since launching in 2018, and it’s now the #1 Chunky Fish Finger in market, attracting new and younger shoppers to the category[3]. We’re confident this new launch will maintain the incremental growth and continue to bring new shoppers into the category.”

Birds Eye’s Crispy Chunky Fish Fingers are 100% MSC certified, and will be available in a pack of 6 x 60g for £3*, from the 7th of September 2020 in multiple retailers (Tesco, Morrisons, Iceland and Ocado). Asda will also stock Birds Eye’s latest addition to their Chunky Fish Finger range from the 12th October 2020.

[1] Kantar Worldpanel, 52 wks up to 11th of July 2020, Penetration
[2] March MAT (Moving Annual Total) i.e. 52 weeks up to 31 March 2020
[3] Nielsen & Kantar Worldpanel, 52 wks up to 11th of July 2020.

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