Birds Eye launches frozen international-flavoured fish range

Birds Eye has expanded its frozen fish range with a new Captain’s Discoveries lineup, drawing on flavours from around the world.

The six-strong range consists of Mexican-inspired Tortilla Crumb Fish Fillets and Mediterranean-inspired Focaccia Crumb Fish Fillets.

It also includes two new baked fish dishes: a Mexican-inspired Fish Fillet Bake and Indian-inspired Fish Fillet Bake.

Birds Eye’s Lightly Dusted Fish Fillets with Sea Salt & Rosemary, and Lightly Dusted Fish Fillets with Lemon & Black Pepper, meanwhile, have been renamed and packaged to sit within the new sub-brand.

The frozen food giant said Captain’s Discoveries and its focus on “world cuisine dishes” aimed to drive penetration with younger audiences, who typically underindexed in the frozen fish category.

This would ultimately “help grow frozen fish meal occasions and drive incremental sales in the category”, it suggested.

Priced at £4 each, the range is MSC or ASC certified and non-HFSS. It will roll out to the mults nationally on 10 March. 

“As a brand that is loved and trusted by consumers to consistently deliver great-tasting, quality products, we wanted to bring real excitement to the frozen fish category with a totally new range of flavours,” said Mike Sowerby, marketing director at Birds Eye UK&I.

“Captain’s Discoveries is inspired by cuisines from across the seven seas, celebrating Captain Birds Eye’s passion for exploration and freshness, inviting consumers to join him on a ‘voyage of taste’.”