The company already has a high-profile for children’s meals with its long established fish fingers, and is aiming to capitalize on the Birds Eye Iglo brand to expand its position in the £85 million (€93 million/$117 million) natural fish sector.
Birds Eye Iglo's new products are to be marketed under a Simply brand name with two ranges, one with a sauce -- "simply bake to perfection" -- and the other with no additions -- "simply naked and natural."
It will be backed by a £3.2
