Birds Eye is moving into the health arena with its launch of omega 3 fish fingers.
The product is made from pollack, which is both a sustainable fish and a natural source of omega 3, and packaging and TV advertising will convey the healthy fat message.
Birds Eye marketing manager Ian Crichton says: "Sustainability does not affect purchase behaviour, but added health benefits are a key purchase driver."
The new product is expected to add value to the fish finger category as a pack of 12 omega 3 fish fingers has a rrp of £1.99, compared with £1.69 for 10 cod fingers.
Total marketing spend will be £7.5m in the first year, £1.5m of which goes on a TV advertising campaign breaking this month.