Fish fingers are the ultimate nostalgic comfort food and have been a family favourite since the mid-20th century. They are cheaper than big fish fillets, free of bones, and cook straight from the freezer in less than 15 minutes. The golden fingers are perfect with chips and beans or peas and new potatoes or, once in a while, as a fish finger sandwich. When shopping, many will automatically reach for Birds Eye, whose ads promised 'Only the best for the Captain's table'. The cheery, white-bearded sailor became one of the most successful advertising mascots in British history. Seventy years after their launch, we consume millions of Birds Eye fish fingers every day – but there are other brands and many are a lot cheaper.
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The Taste Test
Emily Malia decided to pit four supermarket own-brands against the Birds Eye fish fingers to see if it was worth paying more. After 12 to 14 minutes in the oven at 200C, she compared price, appearance, taste and texture then awarded marks out of five.
Birds Eye
Cost: £2.10 Number in packet: 8 Score: 4/5
Despite being thinner and lighter in colour than some others, Emily said these fish fingers were 'delicious' with more taste and texture. 'They are a well-known brand for a reason, and their fish speciality shines through,' she said in the Express. They were coated in a slightly bubbly batter rather than the usual breadcrumbs. This made them 'crispier and less crumbly', although she finds the original type 'a lot more cosy and nostalgic'.
Asda
Cost: £1.12 Number in packet: 10 Score: 3/5
Emily said: 'The standard orange-coloured breadcrumbs were crispy and crumbly just how you'd like them, but the taste in itself was very simple. So much so that I could easily eat endless amounts of them, because they're so light, but you want to feel full after your dinner, not be searching for more. Flavour-wise, they're not very strong in their fish taste – this just wasn't strong enough for me. Texture-wise, however, it was a melt-in-your-mouth sensation once you got past the crispy batter.'
M&S
Cost: £2.50 Number in packet: 10 Score: 5/5
Emily said: 'Straight away I knew this would be a top-tier fish finger because it delivered on taste, a lot stronger and a lot chewier, so you actually feel like you're eating some protein. The batter was crispy but thinner in comparison to the likes of the Asda option, although still delicious. I'd buy these again in a heartbeat, although £2.50 is more expensive than the Birds Eye itself, so actually this is a more luxury option. Personally, I think it's worth it.'
Sainsbury's
Cost: 80p Number in packet: 10 Score: 2/5
Emily said: 'Even picking up a Sainsbury's fish finger, you can feel it's almost half the size in thickness compared to the like of the M&S option. It feels thin and cheap, with a higher breadcrumb-to-fish ratio. Taste-wise, it felt very similar to the Asda option, where it didn't offer much flavour, but in this case there's also not a nice texture. It doesn't melt in your mouth or have a good chew to it either; it's a pretty bang-average eating experience. Maybe grilling them could deliver better results for those willing to try – and at a mere 80p I think it's worth a go.'
Tesco
Cost: £1.15 Number in packet: 10 Score: 4/5
Emily said: 'At a more sensible price, these fish fingers are a great, cheaper alternative, with creamy fish, as opposed to the more powerful tastes. For flavour, they did deliver, with a much more subtle fish flavour for those who prefer it, paired with a melt-in-your-mouth sort of texture with less chew. The results were a bit mushier than some of the others and less crispy on the outside than I would prefer, falling apart a lot easier and sticking to the tray slightly.'
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