Birds Eye has announced the launch of its first-ever, vegan Fishless Fingers.
Birds Eye’s Fishless Fingers are coated in bread crumbs and are created with rice protein, to mimic the original taste and texture of a fish finger.
The nutritious rice protein centre also means Green Cuisine Fishless Fingers are a source of omega 3, which is ranked the most important on-pack nutritional claim by consumers, and makes them the perfect addition to a vegan-friendly diet.
Jess Ali, Senior Marketing Manager at Birds Eye, said: “Birds Eye Fish Fingers are a heavyweight of British dinner time, with families enjoying their iconic taste for over 60 years.
“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.”
The Birds Eye Green Cuisine Fishless Fingers launch in Sainsbury’s from June 21, with a wider roll-out in 2022, costing £2.50 RRP for a 336g pack.
