Birds Eye launches new fish format for changing lifestyles

Media Release

28 March 2011

Birds Eye launches new fish format for changing lifestyles

Consumers are getting a taste of a new versatile fish format with Birds Eye’s new ‘Fish Strips’ arriving in supermarkets across New Zealand.

Succulent strips of crispy crumbed fish which can be oven baked, grilled or pan fried, Birds Eye Fish Strips are targeted at household decision makers, parents, professionals and lifestylers.

Fish Strips fill a gap for convenient, affordable and tasty meal options that fit in with busy lives. Easy to prepare, they can be served as an appetiser with a dip, in salads or wraps for lunch, or as a snack at any time of the day.

Hand cut and containing no artificial colours, flavours or preservatives, Fish Strips come in two flavours: Original and Lemon & Herb. A source of protein, they are a good way to enjoy more fish as part of meals.

Fish Strips distinctive bright yellow packaging will sit alongside fish fingers/cakes in the frozen food aisle of supermarkets where they retail at $7.69 for a 380g pack.

Launched by Simplot NZ Ltd. Birds Eye is a growing brand in New Zealand. It successfully entered the frozen grocery fish market in 2007 with Birds Eye Oven Bake Fish Fillets.

Simplot Business Manager Joyce Misa says, “We know that ‘work-life balance’ has changed for modern families and people don’t have the time to spend hours preparing meals. Some prefer to have a light snack, others need fillers for kids after sporting activities, and then there are others looking for appetising and handy options to serve at a barbeque when entertaining friends. With Birds Eye Fish Strips, we are providing convenient and more versatile options for people on the go.”

Ms Misa says that although the traditional large crumbed fish portions are still popular, consumers are becoming more and more sophisticated in terms of how they like to eat and this is reflected in the types of products that are evolving.

Over the last 3 years Birds Eye registered a compounded annual growth rate of 33% and now holds 18.5% value share (Aztec, MAT 30.1.11). Birds Eye’s thrust is to continue to widen offerings to meet evolving consumer expectations vis-à-vis improving category value.

The launch of Birds Eye Fish Strips is backed by extensive sampling in supermarkets nationwide, advertising and online giveaways with Classic Hits radio station, a Facebook page and a tie-up with Rialto cinema in Newmarket on ‘Fish and Chips Fridays’ enabling movie goers to sample the product before the movie.

ENDS

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