Whitefish

Fish fingers just turned 70: Can Birdseye sell them to a new generation?

Nomad Foods' chief marketing officer told IntraFish about his battle to make fish fingers culturally relevant again.

Brand mascot Captain Birdseye has around an 85 percent consumer recognition rate and has been featured in the UK, Germany and Italy since 1967.
Brand mascot Captain Birdseye has around an 85 percent consumer recognition rate and has been featured in the UK, Germany and Italy since 1967.Photo: Birds Eye/Nomad Foods
Published 3 October 2025, 06:02Updated 3 October 2025, 06:02
Nomad FoodsBirds EyeSteve ChalloumaFish FingersUK