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Birds Eye Pollock NPD

Birds Eye has added a duo of pollock SKUs to its premium Captain Birdseye range in a bid to attract health-conscious consumers.

Consisting of MSC-certified Alaska pollock fillets, the Lightly Dusted NPD will come in two variants – Lemon & Cracked Black Pepper and Sea Salt & Rosemary – and will carry an on-pack blue heart logo with a ‘good for your heart’ claim.

The fillets are said by the brand to be “deep skinned”, meaning they offer a higher quality flesh content and a similar texture to cod.

Both SKUs will roll into Morrisons freezers from 22 February, with listings confirmed for Tesco in March and Sainsbury’s in April (rsp: £3/280g).

“We know shoppers are increasingly looking to improve their health and wellbeing. We want to educate shoppers on the benefits of pollock as a source of Omega 3 and give [shoppers] greater variety to choose from,” explained general marketing manager for fish at Birds Eye, Annalisa Fanali.

“There is a perception pollock is of lesser quality when compared to the more traditionally used cod or haddock. By evolving part of our Captain Birdseye range, we’re set on changing this view, using premium, Deep Skinned Alaska Pollock fillets for a whiter and better-quality fish.”

It is the latest move into health and wellbeing by the frozen giant, following the launch of its Crunchy Traybakes line to the Captain Birdseye range last autumn.

It comes after the Nomad Foods-owned firm experienced strong sales in 2020 as consumers turned to frozen aisles during the Covid-19 pandemic. Nomad also reported a revenue increase of 11.4% to €599m (£541m) in the second quarter of last year.

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