Never before seen in the frozen or fresh categories, the launch of the Birds Eye Fish Fillet Burger follows comprehensive research into consumers’ fish eating habits which found a significant opportunity in children aged 11-16. With Fish Fingers loved by younger children and coated whole fillets appealing to adults, Birds Eye identified a clear requirement for a product that offers a more fulfilling meal solution to teens with bigger appetites.
Birds Eye Fish Fillet Burgers are made with flaky 100% fish fillets and will be available in both Cod and Omega 3. Whilst helping to add fish into teenagers’ mealtime repertoire, they offer a nutritious, substantial solution and more teatime choice for mums.
Gayle Humphrey, assistant brand manager at Birds Eye, said: “As a category leading supplier , Birds Eye is continually looking for different ways to innovate and respond to consumers’ changing needs. The new Fish Fillet Burger provides a fantastic teatime solution that answers a genuine demand for wholesome and nutritious fish products that teens – and the whole family- can enjoy.
“We’re confident this innovative new product will therefore help to increase teen fish consumption and provide a boost for the whole category by bringing new shoppers into the aisle.”
Available from March, Birds Eye Fish Fillet Burgers will be supported by high profile TV advertising, in-store activity, online activation and PR.
Source: Birds Eye