Emily Malia from the Daily Record conducted a taste test of supermarket own-brand fish fingers against the market leader Birds Eye. The results show that M&S fish fingers, priced at £2.50, outperformed all others with a perfect score of 5/5, while Birds Eye scored 4/5. The cheapest option, Sainsbury's at 80p, scored only 2/5.
Testing Methodology
All fish fingers were cooked in an oven at 200°C for 12–14 minutes to ensure a fair comparison. Alternative cooking methods like frying are also possible, but the oven was used for consistency.
Asda Fish Fingers (£1.12) – 3/5
The standard orange-coloured breadcrumbs were pleasingly crispy and crumbly, but the overall flavour was rather underwhelming. According to Emily, the fish taste simply didn't pack enough of a punch. However, the texture was melt-in-your-mouth once through the crispy coating. She noted they were dangerously easy to keep eating but not satisfying enough after dinner.
M&S Fish Fingers (£2.50) – 5/5
Emily knew immediately this would be a top-tier fish finger. It delivered on taste, far stronger and chewier, making you feel like you're eating proper protein. The batter was crispy but thinner compared to Asda's. She said she would buy these again in a heartbeat, despite the price being higher than Birds Eye itself. Personally, she thinks it's worth it.
Sainsbury's Fish Fingers (80p) – 2/5
Even picking up a Sainsbury's fish finger, you can feel it's almost half the thickness of M&S. It feels thin and cheap, with a higher breadcrumb-to-fish ratio. Flavour-wise, it was similar to Asda, offering little taste, and the texture was poor—neither melt-in-your-mouth nor chewy. Emily suggests grilling might produce better results, and at 80p, she reckons it's worth a punt.
Birds Eye Fish Fingers (£2.10) – 4/5
These were delicious, visibly thinner and lighter in colour, but a lot chewier and tastier. Emily noted they are a well-known brand for a reason, and their fish speciality shines through. The batter was crispier and less crumbly, like a traditional fish finger, which she found tasty and nostalgic. She still argues M&S beats them, but they come close, and for 40p less, it's a trusted option.
Tesco Fish Fingers (£1.15) – 4/5
At a more sensible price, these fish fingers make a brilliant budget-friendly alternative, with creamy fish rather than powerful tastes. They deliver a much more subtle flavour for those who prefer it, paired with a melt-in-your-mouth texture with less chew. However, the results were slightly mushier than others and less crispy on the outside than Emily would prefer, falling apart easily and sticking to the tray slightly.
