Background
Fish fingers are strips of white fish coated in breadcrumbs or batter, usually frozen. They became popular in the 1950s with improved frozen food technology. In 2025, Aldi reported selling over 225,000 packs of fish fingers each week.
The Taste Test
Reporter Emilia Malia compared leading supermarket own-brand fish fingers against Bird's Eye. All were cooked for 12–14 minutes at 200 degrees Celsius in the oven. The results were scored out of five.
Sainsbury's – 80p – 2/5
Sainsbury's fish fingers were half the thickness of M&S, with a high breadcrumb-to-fish ratio. The taste lacked flavour and texture. Emilia said it "doesn't melt in your mouth or have a satisfying chew to it either; it's a pretty bang-average eating experience." She suggested grilling might improve results.
Tesco – £1.15 – 4/5
Tesco's fish fingers offered a creamy, delicate fish flavour with a melt-in-your-mouth texture. However, they were "somewhat mushier than others in the lineup, and the exterior lacked crispiness, with the fish fingers falling apart rather easily and sticking to the tray a little."
Asda – £1.12 – 3/5
Asda's fish fingers had a crispy, crumbly orange breadcrumb coating, but the fish flavour was "rather underwhelming" and "didn't pack enough of a punch." The texture was soft and melt-in-the-mouth.
Bird's Eye – £2.10 – 4/5
Bird's Eye fish fingers were "chewier and tastier," with a crispier batter. Emilia noted they are "a well-known brand for a reason" and called them a "reliable choice that won't disappoint."
M&S – £2.50 – 5/5
M&S fish fingers were described as a "top-tier fish finger" by Emilia. They delivered on "taste, much stronger and far chewier, so you genuinely feel like you're eating some protein." The batter was crispy but thinner. Emilia said she would buy them again, calling them "more of a luxury choice" but worth it.
Overall, M&S took top marks, while Sainsbury's came last.
