ICELAND FOODS SETTLES AGE-OLD ‘DE-BAIT’ ON THE ULTIMATE FISH FINGER SANDWICH RECIPE

Iceland Foods settles age-old ‘de-bait’ on the ultimate fish finger sandwich recipe – and it costs just £1.58. 

• It’s a firm favourite Brits are precious of, and almost half of respondents (42%) say a fish finger sandwich is their sarnie of choice.
• Today, Iceland Foods settles the age-old ‘de-bait’ on the ultimate fish finger sandwich recipe, unveiling the top ingredients as voted on by the nation.
• Cod-troversially, ketchup does belong on a fish finger sandwich, with 44% of Brits who eat fish finger sandwiches preferring it to tartare sauce (31%).
• Sustainable fishing is essential for those polled to enjoy their sandwiches for years to come but while three-quarters (76%) of people want the fish fingers they buy to be sustainably caught, 44% don’t know where to start.
• Iceland is calling on shoppers to look for the blue MSC ecolabel on products to make more sustainable seafood choices in partnership with Birds Eye and the Marine Stewardship Council (MSC).

From cheese to cheese-less, from ketchup to tartare sauce, the combination of items that makes up the ultimate fish finger sandwich recipe is a largely debated topic – and something the nation is very particular of given it’s the sandwich of choice for almost half the nation (42%).

But today, Iceland finally settles the age-old ‘de-bait’, with research that reveals the o-fish-ial fish finger sandwich recipe of choice, as voted for by 2,000 respondents. Cod-troversially, the research has found that the sarnie must be made up of the following essentials, ​4 breaded fish fingers, a dollop of ketchup, a sprinkling of lettuce and placed between classic sliced white bread with a layer of real butter*.

And there are even more particularities! Research found the following polarising choices:

• It’s got to be cheeseless: Two-thirds of the Brits who eat fish finger sandwiches (64%) believe the sandwich should be cheese free.
• Goodbye gherkins: A mere 9% would opt for gherkins in the recipe – something Brits are accustomed to seeing in the fish finger sandwich recipe.
• Tar-ta-ta for now:  Those polled opt for ketchup (44%) on the sarnie vs. a third (31%) who remain loyal to tartare sauce and mayonnaise.
• A side-cut: 43% of respondents preciously vote it’s got to be cut sideways. Why? So, there are whole fish fingers on both sides of the bread. Surprisingly, 10% aren’t cutting it at all!

​But for Iceland, MSC, and Birds Eye, the vital component is sustainable MSC-certified fish fingers. With one third of the world’s fish stocks overfished, it is more important than ever for shoppers to choose seafood from sustainable sources.

In partnership with Birds Eye and the Marine Stewardship Council (MSC), Iceland is calling on shoppers to look for the blue MSC ecolabel on products during their next shop. The blue MSC ecolabel on a product means that it has come from a well-managed fishery with healthy fish stocks. By making more sustainable seafood choices, shoppers can help to ensure fish finger sandwiches are still on the menu for generations to come. ​

But while three-quarters (76%) of people want the fish fingers they buy to be sustainably caught and 64% are keen to make more sustainable choices, 44% don’t even know where to start and over half (56%) don’t even know what ‘MSC certification’ means.

It’s not just uncertainty that keeps shoppers from making sustainable choices either, as over a third (39%) admit they care about the planet but can’t afford to make changes to their weekly shop.

“We know our fish fingers are not only great value, but they taste good too – making them a quick and easy meal that is guaranteed to be a crowd pleaser for families. At Iceland, they’re also frequently included in our Mix & Match offers, making sustainable seafood a great choice for those on a budget,” said Andrew Staniland, Group Buying Director at Iceland Foods & The Food Warehouse.

​Jim Shearer, Marketing Director Birds Eye UK & Ireland said:

“We are very proud to be working closely with the MSC. Fish is good for our health, and so for the good of our oceans the Birds Eye fish range is 100% MSC certified to make sure future generations can enjoy fish too.”

​​​George Clark, Programme Director for MSC UK & Ireland, said:

“​​The creators of the fish finger, Birds Eye, helped to co-found the MSC to help protect seafood supplies, while Iceland, who won MSC UK Newcomer of the Year in 2020, has made great progress in increasing the availability of sustainable seafood to its customers, and now offers the highest percentage range of MSC certified wild seafood among all UK retailers.”

It’s also no surprise that the perfect fish finger sandwich uses classic frozen breaded fish fingers from the likes of Birds Eye. Shoppers can create great tasting and sustainable fish finger sandwiches for only £1.58* thanks to Iceland’s Mix & Match offers:

• Heinz Tomato Ketchup (1.35kg, £4.50 or £3.34 in multibuy – 3 for £10)
• Birds Eye Cod Fish Fingers (30pk, £7.75 or 10pk, £3.34 in multibuy – 3 for £10)
• Keelings Iceberg Lettuce (£0.99)
• Anchor Butter (200g, Was £2, Now £1.60)
• Iceland Thick Sliced Soft White Bread (800g, £1.00)
• Colman’s Sauce Tartare (144g, £1.70)
• Bartons Pickled Gherkins (670g, £2.00)
• Keelings Round Tomatoes (6 pack, £1.19)

Deals exclusively available in-store and online at Iceland and The Food Warehouse. Visit https://www.iceland.co.uk/ and https://www.thefoodwarehouse.com/ for more information.