Birds Eye launched its Green Cuisine brand back in 2019 to roll out veganised versions of some of its iconic frozen meat-based products with the Fishless Fingers being the latest.

Birds Eye has announced it is launching a vegan version of its hugely popular frozen fish fingers.

The newest product adds to the brand’s Green Cuisine range, which has been growing steadily since its launch in 2019.

Birds Eye first-ever vegan Fishless Fingers are rich in Omega-3 and made using rice protein. They are coated using the same popular breadcrumb mix to mimic the texture and taste of their meat counterpart.

According to reports, the fishless fingers will stock in Sainsbury’s UK outlets from 21 June and a wider roll-out will happen next year.

They will cost £2.50 for a pack of 12 fish fingers.

‘As delicious as the original’

According to the brand, Birds Eye Fish Fingers have been a ‘heavyweight’ of British dinner time and families have been enjoying their iconic taste for over six decades.

Commenting on the new product, Jess Ali, the senior marketing manager at Birds Eye said: “With 88% of shoppers associating Fish Fingers with the Birds Eye brand, we wanted to create a fishless version which is as delicious as the original, to help appeal to more Brits’ dietary requirements.

“Fishless doesn’t mean flavourless, so we are still using our popular coating to give consumers the delicious fingers they know and love.

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

Birds Eye X Tokyo Olympics

Earlier this year, Birds Eye’s Green Cuisine brand was announced as the ‘Official Plant-Based Supporter of Team GB’, for the Tokyo 2020 Olympic Games, which kick-off on 23rd July 2021 after being rescheduled due to the ongoing Covid-19 pandemic.

 The move will see packs sport a new union flag look ahead of the Games.

 It will also help the brand push meat-free alternatives into the mainstream as it starts publicizing the tie-in with a new commercial tag added to TV adverts it is currently running as part of a wider campaign.

Sarah Koppens, the Marketing Director of Birds Eye UK said: “We are so proud to become the official plant-based partner to power Team GB. As the fastest growing meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.”

• Read: Britain’s biggest sandwich maker to make nearly half of all new offerings meat-free

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Mohsina Dodhiya

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