The brand claimed that, in the past 12 months, the Captain Birds Eye range had contributed £141m to frozen fish, which had grown 5.4% ahead of the market at 0.9% [Nielsen data, 52 w/e 26 January – Coated Fish, Fish Fingers, Recipe Fish]. It believed the move would boost the value of the range by £23.3m.
“It isn’t a move that we have taken lightly,” said Rebecca Nascimento, Birds Eye UK general marketing manager – fish. “We’ve invested heavily in research to ensure this is the right move for the brand and our customers. The Captain is our most distinctive asset.
“In celebration of his 50th anniversary last year, a contemporary-looking Captain stepped onto the deck, which has helped to capture the imaginations of a modern generation. With our new frontman in place, it’s now the right time for us to bring the Inspirations range into the Captain’s fold.”
Nascimento said almost half the UK had bought a Captain Birds Eye product in the past year [Kantar data, 27 January 2019]. “We’re confident that by bringing our premium range on board, we will attract new shoppers to the brand and frozen fish category.”
Revamped Captain Birds Eye packaging, which was designed by BrandMe, had tested positively with shoppers, she added.
“We have a vision to increase the nation’s consumption of fish in line with NHS guidelines for a healthier population – at least two portions of fish a week, including one of oily fish. Fish is the biggest and most iconic part of our portfolio, so this will always be a key focus.”