Birds Eye launches fish for kids

Posted by AFN Staff Writers on 29th June 2015

Frozen FishSimplot Australia’s Birds Eye brand has developed a new frozen fish product for children. Each piece is bite-sized and comes in the shape of a fish to help appeal to children.

The new ‘Li’l Fishies’ product contains both fish and vegetables mixed together and coated in a wholemeal crumb.

There are two flavours in the line, ‘Hoki and Vegetables’ and ‘Hoki and Potato’.

Birds Eye is marketing Li’l Fishies as a solution for fussy eaters with the vegetables disguising the fish.

The new Li’l Fishies product has received received four stars on the government’s health star rating system. No artificial colours, flavours or preservatives are included in the product.

Birds Eye Li’l Fishies are available now at Woolworths, Coles and independent supermarkets. The new product has a recommended retail price of $5.60 for a 330 gram packet.

Simplot Australia is one of Australia’s leading food manufacturers, and is a division of the American based J.R. Simplot Company, which entered Australia in 1995 by acquiring inconic brands such as Birds Eye, Leggo’s, Chicko and Edgell.

Simplot Australia is also the Australian distributor of brands like John West, Lean Cuisine and Quorn.

Simplot Australia has Tasmanian manufacturing plants at Devonport and Ulverstone where the company processes frozen potatoes and other vegetables under the Birds Eye Brand as well as processed vegetables under the Edgell brand.

The company also has manufacturing operations at Pakenham and Echuca in Victoria along with Kelso and Bathurst in New South Wales.