Birds Eye launches vegan fish-free fingers and expands its range

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Frozen food giant Birds Eye is further expanding its plant-based offering with its very first “fish-free” vegan fingers.

The Fishless Fingers are part of the Green Cuisine brand, which is an official supporter of Team GB ahead of the Tokyo 2021 Olympic Games.

Birds Eye Fingers without fish

Sold in packs of 12, Breaded Fingers are Birds Eye’s premier vegan alternative to fish.

In addition, this is the company’s first use of rice protein.

Fishless Fingers are a source of omega-3s and will include Bird’s Eye’s “signature crumb”.

Senior Marketing Director Jess Ali said PBN: “Birds Eye Fish Sticks have been a heavyweight of UK dinner time, with families enjoying their iconic taste for over 60 years.

Vegan alternative to fish

“Without fish does not mean without flavor”

Jess Ali, Senior Marketing Director, Birds Eye

“With 88% of buyers associating Fish Fingers with the Birds Eye brand, we wanted to create a fish-free version as delicious as the original, to meet the dietary needs of more Britons.

“Without fish does not mean without flavor.

“So we still use our popular coating to give consumers the delicious fingers they know and love.

“As part of Green Cuisine’s mission to bring plant energy to more kitchens, we hope Birds Eye fans love our Fishless Fingers as much as we do.

Green kitchen

The products will hit Sainsbury’s shelves across the UK on June 21st. They will be priced at £ 2.50 per 336g pack.

A wider deployment will begin next year.

Bird’s Eye recently expanded its Green Cuisine line with three new plant-based products. They include the Southern Fried Grill without Chicken, the Crispy Grill without Chicken and the Burger without Chicken.

The expansion came after the brand announced its alliance with Team GB. This will involve social media partnerships with Olympic athletes.

You can find out more about the other products in the Green Cuisine line here


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