Birds Eye launches Omega 3 fish fingers

“Birds Eye takes its responsibility to protect declining stocks seriously. Sourced from an MSC (Marine Stewardship Council) certified fishery, the Omega 3 Fish Finger is made from 100% Alaskan Pollock fillet,” Crichton adds.

Birds Eye is looking to position the new line on a par with its cod fish fingers with a 12-pack retailing at £1.99 whereas a 10-pack of cod fish fingers retails at £1.69. Crichton says it is important that the Omega 3 Fish Fingers are not seen as a cheap alternative to cod.

TV advertising breaks on September 10 and will be supported by press and online advertising over the next 10 weeks – a spend of £2.8m. The rest of the budget will be spent next year.