Frozen food brand, Birds Eye, has announced the launch of new Gluten Free Fish Fingers, marking its first foray into the Gluten Free category.
Available from mid-October, the product offers gluten intolerant Brits the opportunity to enjoy fish fingers, as research reveals that the free-from market is set to reach £673 million by 2020.
Made from 100% fish fillets, Birds Eye’s Gluten Free Fish Fingers provide the same quality as the original, but all ingredients containing gluten, such as wheat flour, or gluten containing bread crumbs, have been replaced with alternative flours and starches.
The range extension follows last month’s launch of a new above-the-line campaign for Fish Fingers, which saw the first fully dedicated Captain Birdseye TV ad in over a decade.
Birds Eye UK Marketing Director, Steve Chantry, said:
“The number of gluten intolerant consumers or those that choose not to eat gluten as part of a healthier lifestyle has rapidly increased over the last few years.
“With the launch of our Gluten Free Fish Fingers, we want to demonstrate that Birds Eye offers quality products for everyone.
“The move into Gluten Free is an exciting step for the brand.
“Fish Fingers currently make-up £120.2 million of the total frozen category and with the introduction of this coeliac friendly variant, we hope to drive incremental growth in the fish finger category and attract a new audience to the frozen market.”
Birds Eye’s new Gluten Free Fish Fingers will be available from the frozen gluten free fixture in Tesco, the frozen aisle in Co-op and on Ocado at a RRP of £2.49.