Birds Eye is launching the “Captain’s Discoveries” range of seafood products in the freezer aisles of supermarkets and grocery stores across Britain. With a focus on bringing world flavors to the table, the line consists of four new products, as well as two existing offerings which have been renamed to sit within the assortment. This includes Mexican-inspired Tortilla Crumb Fish Fillets that have a hint of zingy lime and mild chili, and Mediterranean-inspired Focaccia Crumb Fish Fillets flavored with sun-dried tomatoes and thyme.
The Nomad Foods brand has also introduced two new baked fish dishes, a Mexican-inspired Fish Fillet Bake and Indian-inspired Fish Fillet Bake. In addition, it has updated the naming and packaging of Lightly Dusted Fish Fillets with Sea Salt & Rosemary, and Lightly Dusted Fish Fillets with Lemon & Black Pepper, which now also sit in the “Captain’s Discoveries’” collection.
The new range is aimed to drive penetration among a younger audience, as younger shoppers typically under-index in the frozen fish category, according to Kantar statistics. Like all Birds Eye frozen seafood products, the entire Captain’s Discoveries line is MSC- or ACS-certified and non-HFSS.
Named after Birds Eye’s iconic Captain Birds Eye, one of the UK’s most recognized food brand mascots, the Captain is front and center of the new line as the marketing department looks to further develop his “story” to address growing consumer demand for healthy, world flavors.
“As a brand that is loved and trusted by consumers to consistently deliver great-tasting, quality products, we wanted to bring real excitement to the frozen fish category with a totally new range of flavors,” said Mike Sowerby, marketing director at Birds Eye UK & Ireland. “The “Captain’s Discoveries” range is inspired by cuisines from across the seven seas, celebrating Captain Birds Eye’s passion for exploration and freshness, inviting consumers to join him on a voyage of taste.”
“Sowerby added: “The range is easy to prepare, helping experienced and novice home cooks alike create vibrant, flavorsome dishes in their own kitchen. We are confident our new proposition will help inspire a more adventurous attitude towards frozen fish.”
