Captain Bird’s Eye will be replaced by a child on pack's of the brand's iconic fish fingers for the first time in its history.
Seven-year-old budding chef, Tadhg, from Manchester, won Birds Eye’s nationwide competition for children aged 6 to 12 to submit their very own Birds Eye Fish Finger recipe, along with the inspiration behind their creation.
He will feature on limited edition packs of Birds Eye Fish Fingers in Iceland stores from January 2022.
His recipe, Fish Finger Tacos, used an array of exciting flavours and spices, putting a Mexican twist on the traditional British food staple. Tadhg said: “I’m so excited to be Birds Eye’s new Mini Captain – I can’t wait to go in store and see my face on packs of fish fingers."
Birds Eye and Iceland Stores launched the competition together to inspire and encourage youngsters to get creative with a mealtime staple, while showing them how easy it can be to get more fish and its nutritious benefits into children’s diets.
Sarah Stebbings, senior brand manager for Fish Fingers at Birds Eye, said: “Birds Eye Fish Fingers are iconic and our consumers’ passion for thinking of new recipes to include them in certainly hasn’t slowed down over the years.
“We’re delighted to have Tadhg as our first-ever Mini Captain, as he’s created the perfect recipe to help parents engage their children at meal times and I look forward to seeing what other creations may come off of the back of this one.”
Andrew Staniland, trading director at Iceland Foods, added: “We’re proud to have worked with Birds Eye on this competition to find the first ever Mini Captain Birds Eye.
"It is really important to us that children eat a healthy and balanced diet and it’s fantastic to see kids getting involved in cooking."
The limited-edition packs, featuring the new Mini-Captain, will be available in Iceland stores from January 2022. Shoppers can turn to the back of the limited edition pack for Tadhg’s recipe inspiration.
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