The range is made up of four new products, as well as two existing products that have been renamed to fit within the range.
This includes new Mexican-inspired Tortilla Crumb Fish Fillets with lime and chilli and Mediterranean-inspired Focaccia Crumb Fish Fillets flavoured with sun-dried tomatoes and thyme, as well as two new baked fish dishes – Mexican inspired Fish Fillet Bake and Indian inspired Fish Fillet Bake.
Lightly Dusted Fish Fillets with Sea Salt & Rosemary and Lightly Dusted Fish Fillets with Lemon & Black Pepper have been rebranded to now also sit in the ‘Captain’s Discoveries’ collection.
Younger audience
The ‘Captain’s Discoveries’ range aims to drive penetration amongst a younger audience, a demographic which is typically under-indexed in the frozen fish category, with the hope of driving incremental sales in the category for retailers.
Like all Birds Eye frozen fish products, the entire Captain’s Discoveries range is MSC or ACS certified and non-HFSS.
Mike Sowerby, marketing director at Birds Eye UK&I commented, “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 flavours.
World cuisine
“Birds Eye’s new ‘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’.
“The range is easy to prepare, helping experienced and novice home cooks alike create vibrant, flavoursome dishes in their own kitchen, and we are confident our new proposition will help inspire a more adventurous attitude towards frozen fish.”
Named after Birds Eye’s Captain Birds Eye, The Captain™ is front and centre of the new range as the brand looks to harness his fame and develop his ‘story’ to address the current consumer trends for healthy, world flavours.
Meanwhile, need to catch up on recent NPD news from across the food and drink industry? Here are the launches we covered during February 2025.
