Birds Eye fish fingers get ‘chunky’

July 4, 2011 16:04

UK frozen food giant Birds Eye is looking to leverage its fresh sales in the fish finger market with a new product launch designed to target hungry teenagers, reports

The first new launch in the company's fish finger range in more than two years, Chunky Fish Fingers are twice the size of the classic fish fingers.

"Chunky fish fingers target the older group of kids who want to eat fish fingers. With this product they don't need to eat as many as the classic fish fingers," a Birds Eye spokesperson told SeafoodSource.

The product "is more filling while retaining the same great taste Birds Eye Fish Fingers guarantee," said Nathan Ansell, general marketing manager at Birds Eye.

The product "proved popular" in a concept-testing sample of 450 people, said the company.

The Chunky Fish Finger roll-out marks the most recent launch in the category since Birds Eye brought its salmon fish fingers to market in 2008. Retailing at GBP 2.79 for a pack of six 56-gram fish fingers, the product hits UK frozen food aisles in July. A standard 12 pack of Birds Eye fish fingers retails at GBP 2.49.

Additionally, the company has earmarked "substantial marketing support," including outdoor advertising, digital and PR to boost the new launch with the tagline "Even More To Love."

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