LONDON - Frozen-food brands Birds Eye and Young's are squaring up for battle in the natural fish products arena.
According to insiders, Birds Eye plans to introduce unbreaded and unbattered products to capitalise on interest in healthy eating. It currently has only one natural seafood product, cooked prawns.
The firm has trademarked the name Fish Fill-Its but declined to say whether this was one of the new products.
Earlier this month Young's launched TV ads for its Natural Fillets range, which, according to insiders, was designed to protect its share ahead of the Birds Eye launches.
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