Birds Eye spices up its fish finger range with new chip shop curry flavour

Frozen food giant Birds Eye has announced the expansion of its Chunky Fish Finger range with the launch of a Chip Shop Curry edition.

The product is set be rolled out in Asda stores from the end of May and will be available in Iceland shops later in the year. It features curry-flavoured panko breadcrumbs and is inspired by the U.K’s love for curry sauce with their chips.

“We are always looking out for ways to make mealtimes more exciting and enjoyable for the whole family,” said Mike Sowerby, marketing manager for fish at Birds Eye. “With curry sauce being England’s second and Wales’ first most popular chip shop topping on fish and chips, it made sense to combine our iconic fish fingers with one of the nation’s most loved condiments. Having already received excellent sensory feedback during consumer research, we know we will deliver on flavour and appeal to our shoppers’ tastes.”

The launch follows success from the existing Chunky range SKUs which have helped grow the fish finger category over the past two years, Birds Eye said. Sales of the line, which consists of Chunky Breaded and Chunky Battered, have increased by 24% since 2020 and the new flavour is expected to further drive purchases.

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