The Young's Micro Fish Finger take two minutes to microwave and is made with a special crumb coating that prevents moisture from the fish entering the crumb. The packaging is designed to prevent the build up of steam which would make it soggy.
The Alaskan pollock-based fillet fish fingers will be targeted at students and young adults. It will be supported by a PR campaign, sampling in universities and website promotions.
Young's hopes the product will also enable fish fingers to compete for the first time against other microwaveable snacks such as burgers.
Charlotte Broughton, marketing controller for Young's, said: ‘The fish finger has been a traditional staple of frozen seafood for more than 50 years but it is also a category long overdue for some new thinking.
‘The Micro version is a natural next step because it optimises all the obvious potential for fish fingers to compete in the market for nutritious quick snacks,' she added.
It is supplied in 100g snack packs of four fish fingers priced at 99p and will go into shops the end of this month.
By Gemma Charles, marketingmagazine.co.uk, 16 September 2009, 11:30am
Young's launches microwaveable fish fingers
LONDON - Young's, the fish specialist, is launching what it claims is the UK market's first microwaveable fish finger.
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