Sourced from a Marine Stewardship Council (MSC) certified fishery, the Omega 3 Fish Fingers are made from 100% Alaskan pollock fillet, a natural source of the fatty acids.

Backed by a £7.5m marketing campaign, the company says the launch will build on its 76% value share of the sector. The support includes TV, press, online and PR as well as a 'Be Mortage Free' on-pack promotion.

Ian Crichton, Birds Eye marketing manager, says, "The launch of Birds Eye's Omega 3 Fish Finger is set to spark growth in volume sales as it gives mums another great reason to cook fish fingers more often for their families, putting more profit at retailers' fish finger-tips!"

A pack of 12 has a rrp of £1.99 and should be sold alongside Birds Eye cod 10 fish fingers, which have a rrp of £2.05.

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