Birds Eye has unveiled a frozen Seeded Crust Fish Fillet range to help shoppers up their protein and vitamin B12 intake.
Available in two variants, Linseeds & Sunflower Seeds and Pumpkin Seeds & Buckwheat (rsp: £2.79), the Alaska Pollock-based NPD will make its debut in Asda on 17 January before rolling out to wider grocery channels in March.
A £2m TV, digital and shopper marketing campaign will support the launch.
As well as protein and B12, the combination of seeds, grains and MSC-certified white fish provided an important source of selenium and copper, the brand claimed.
The latest activity builds on the frozen food giant’s efforts to target health-conscious consumers – last February it added a duo of pollock SKUs to its premium Captain Birdseye range, which carried an on-pack blue heart logo with a ‘good for your heart’ claim.
“Health is firmly back on shoppers’ agendas and is a key reason why people choose to eat fish – second only to great taste,” said Emily Frank, Birds Eye fish senior brand manager.
“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. They will also help on our mission to encourage consumers to eat two portions of fish per week.”
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