M&S own-brand fish fingers have come out on top in a supermarket taste test, scoring 5/5 and beating Bird's Eye, which received 4/5. The test, carried out by Emily Malia for Wales Online, compared leading supermarket own-brand fish fingers against the popular brand to see if cheaper alternatives could compete.
How the fish fingers were tested
All fish fingers were cooked for approximately 12-14 minutes at 200 degrees in the oven to ensure fair testing, although other cooking methods such as frying can be used. The brands tested included Asda, M&S, Sainsbury's, Bird's Eye and Tesco.
Asda's fish fingers, priced at £1.12, were described as having satisfyingly crispy and crumbly traditional orange-coloured breadcrumbs, but the overall taste was somewhat muted. The fish flavour was notably mild and not strong enough, though the texture delivered a melt-in-your-mouth sensation once the crispy coating was broken through. They received 3/5.
Top scorers and budget options
M&S fish fingers, at £2.50, were praised for their impressive flavour profile and richer, chewier texture. The batter was crisp yet thinner compared to options such as Asda's, though still outstanding. Emily said she wouldn't hesitate to purchase them again, and in her view, they are worth the extra cost. They received 5/5.
Sainsbury's fish fingers, priced at 80p, were roughly half the thickness of options like M&S, feeling thin and inexpensive with a greater breadcrumb-to-fish proportion. The flavour was remarkably similar to Asda's offering with minimal taste, and the texture was disappointing. Emily believes it's worth trying at just 80p, but they received 2/5.
Bird's Eye fish fingers, at £2.10, were tasty, noticeably thinner and lighter in colour, but significantly chewier and packed with greater flavour. Their coating proved crispier and less crumbly, more reminiscent of a traditional fish finger. Emily said M&S' fish fingers are better, though Bird's Eye comes close, and at merely 40p cheaper, it remains a dependable choice. They received 4/5.
Tesco fish fingers, priced at £1.15, were described as an excellent budget-friendly option, delivering a creamy fish flavour rather than bolder flavours. They provided a noticeably more subtle fish flavour with a melt-in-your-mouth texture and minimal chewiness. However, the result was somewhat soggier than rival brands, and the exterior lacked crunch, with the fish fingers breaking apart quite easily and sticking to the baking tray to some extent. They received 4/5.
