Britain’s beloved tea time classic, fish fingers, is marking a significant milestone as it turns 70 this week. In 1955, Birds Eye introduced the iconic fish fingers, which have since become a staple in countless households, whether served alongside vegetables or sandwiched between bread.
In the past year alone, over one billion fish fingers have been sold in the UK, amounting to more than 14,000 tonnes. The debut of fish fingers occurred at a trade event in Brighton by Birds Eye before commencing production at its Great Yarmouth facility in Norfolk.
Initially, the famous frozen food item was almost named ‘Battered Cod Pieces’ but was eventually dubbed fish fingers after a poll among Birds Eye employees. The product was sold in wax-coated cartons, with each finger individually wrapped in paper, pre-cooked, and ready for reheating.
The introduction of fish fingers followed the end of wartime rationing when affordable and nutritious foods like fish became more accessible. Recognizing the need for a convenient and family-friendly fish product, Birds Eye innovated with boneless fish in breadcrumb coating, catering to children’s tastes.
Originally, herring was used in trials but was eventually replaced by cod for the official launch. The convenience and appeal of fish fingers led to their rapid popularity, with over 600 tonnes consumed in the UK in the first year alone.
As freezer ownership increased in households, the demand for frozen foods like fish fingers surged. Birds Eye’s successful marketing campaigns, notably featuring Captain Birds Eye, played a significant role in promoting the product.
Claire Sutton, Birds Eye’s marketing director, emphasized the continued relevance of fish fingers as a simple and affordable way for families to incorporate fish into their diets. Despite evolving dietary trends, fish fingers remain a popular and nutritious choice for modern mealtimes, offering joy and convenience to millions of consumers.