Birds Eye is bringing a brand new concept into the Frozen category with the launch of Fish Fusions; a range of lightly coated fish infused with flavour combinations.
The new range aims to offer consumer more inspiration for midweek mealtimes and inject some variety into the current Coated Fish sector.
Recent research showed whilst consumers still love traditional classic fish coatings of breadcrumbs or batter, they’re often looking for something more special or slightly different.
Fish Fusions hopes to be seen as a solution to this, with a range of flavours to suit a range of taste buds.
Each pack contains two fillets of Alaskan Pollock, covered in flour and breadcrumbs, in three flavour varieties; Lemon & Black Pepper, Garlic & Herb and Lime & Chilli.
The lighter coating also means each fillet is made up of over 20% more fish and contains 50% less saturated fat than standard coated fillets.
Lightly Coated fish is a new concept and Birds Eye is aiming to bring in new consumers to the category whilst also appealing to those currently buying classic coated fish and those who often opt for naked fish.
Fish Fusions will appear on television screens from April alongside spokesbear Clarence as part of a £4.5m marketing campaign.
The launch will also be supported online, in-store and through PR activity.