Birds Eye has launched two fish fillet products coated in a seeded crust in partnership with Asda to attract health-conscious customers.
The new additions to the Captain Birds Eye portfolio will be available in a linseeds & sunflower seeds variant and a pumpkin seeds & buckwheat variant.
Asda introduced the seeded fish fillet duo on 17 January with an RRP of £2.79, and the products are expected to have a wider grocery roll out in March.
READ MORE: Birds Eye reveal areas for frozen growth in convenience channel
Both products will be supported with a £2 million advertising campaign across television, digital and shopper marketing.
“Health is firmly back on shoppers’ agendas and is a key reason why people choose to eat fish – second only to great taste,” Birds Eye fish senior brand manager Emily Frank said.
“Our Seeded Crust fish range uses seeds and grains to provide extra goodness and a deliciously crispy coating, perfectly balancing health and taste for our consumers.”
The launch comes as a Birds Eye study revealed 58% of Britons wish to eat healthier but 50% incorrectly assume frozen produce doesn’t hold the same nutritional value as fresh produce.
Frank added the new products were part of their “mission to encourage consumers to eat two portions of fish a week” in a bid to deliver affordable, convenient and healthy meal options.
Like the rest of Birds Eye fish range, the seeded fish variants are also 100% MSC certified meaning they are responsibly sourced to safeguard future fish stocks.
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