Frozen food brand enters gluten-free category

Birds Eye has revealed it will be entering into the gluten-free market for the first time with its Gluten Free Fish Fingers.

Available from mid-October, the new range is made from 100% fish fillets and offers the same quality as the original fish finger does, with all ingredients free of gluten.

The number of gluten-intolerant consumers or those who choose not to eat gluten as part of a healthier lifestyle has rapidly increased over the last few years, said Birds Eye UK marketing director Steve Chantry. With the launch of the Gluten Free Fish Fingers, we want to demonstrate that Birds Eye offers quality products for everyone.

The move into gluten free is an exciting step for the brand, he added. Fish fingers currently make-up 120.2 million of the total frozen category and, with the introduction of this coeliac variant, we hope to drive incremental growth in the fish finger category and attract a new audience to the frozen market.

Birds Eyes Gluten Free Fish Fingers will be available in Tesco, The Co-op and on Ocado at an RRP of 2.49.

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