December 13, 2010, 1:09 pm

Birds Eye, the UK’s frozen food brand, is hoping to significantly strengthen its Simply portfolio with the launch of a new lighter, crispier batter across its entire Battered range.

The new coating on its Simply Cod in Batter will be supported by an on-pack claim that eight out of ten consumers prefer this product to the equivalent product from Young’s.

In an independent study conducted in July 2010 by Product Perceptions, a sample of 163 consumers took part in a blind taste test sampling the new Birds Eye Simply Cod in Batter, Birds Eye’s former Simply Cod in Batter recipe and Young’s Chip Shop Cod in Batter.

Exceeding expectations for the trial, Birds Eye’s new recipe outstripped the competition with 80% of those tested showing a preference for Birds Eye’s Simply Cod Fillets.

The Simply range has seen some strong growth in recent months, claiming the number one selling branded Breaded Fish SKU in the market with its cod fillets in breadcrumbs and growing ahead of the market at 13.3% YOY2 with 4-packs generating +5.7% growth YOY.

Brand Manager for Coated Fish at Birds Eye, Nisha George, commented:

“Coated Fish remains a staple of family dinner tables. In fact a staggering 7 out of 10 households buy Coated Fish so it’s no surprise that it’s the biggest sector in Frozen, worth £250m.

New fish in batter product

“At Birds Eye we continue to develop our Coated Fish range to ensure we’re bringing the best possible products to consumers across the frozen category.

“The changes we’ve implemented during the course of the year have clearly had a significant impact on sales and, given the fantastically positive results of our consumer testing on our Simply Cod in Batter fillets, we expect that growth to continue.

A pack size of 480g with 8 pieces has an RRP of £3.99.

For more information click here to visit the website.


Related articles

< back to news


Join our mailing list and we'll update you with the latest news within food and drink and keep you up to speed with what's being planned for our industry-leading events:

Read our privacy policy.

Thank you for subscribing