Birds Eye is to sell hake for the first time in the UK as it overhauls its popular Bake to Perfection frozen fish range.

The company is launching two new variants this month - wild pink salmon fillets with sweet chilli and ginger, and hake fillets with a cheese and leek sauce.

Senior brand manager Johnny Corbett said hake was already popular in countries such as Spain but less well known in the UK. “We know people are interested in new species, so this is about giving them a variety of fish as well as flavour and great quality to add to their mealtime repertoire.”

Birds Eye has also revamped the packaging of the entire Bake to Perfection range, to make it easier for shoppers to tell apart different variants, and is introducing new “dual cook” bags, which will allow consumers to cook Bake to Perfection fish in the microwave in less than five minutes. At present, the cook bags are suitable for oven use only.

The new packaging and variants started appearing in the mults last week as part of a phased rollout. Birds Eye will support Bake to Perfection with a budget of at least £1.5m in 2013.

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