Emily Malia of the Daily Record conducted a blind taste test of supermarket own-brand fish fingers against the market leader Birds Eye to determine whether cheaper alternatives can match or surpass the classic brand. The results were clear: M&S fish fingers emerged as the outright winner with a perfect score of 5/5, beating Birds Eye which scored 4/5.
Testing Methodology
All fish fingers were cooked under identical conditions: 12-14 minutes at 200 degrees Celsius in a conventional oven. This ensured a fair comparison across brands. Alternative cooking methods such as frying or grilling were noted but not used in the test.
Asda - £1.12 (3/5)
Asda's fish fingers featured classic orange-coloured breadcrumbs that were pleasingly crispy and crumbly. However, the overall flavour was notably understated. The fish taste was mild and not pronounced enough to leave a lasting impression. The texture delivered a delightful melt-in-your-mouth quality once the crispy coating was broken, but the lack of flavour meant they were effortlessly moreish rather than satisfying. Emily noted that one wants to feel satisfied after an evening meal, not left wanting more.
M&S - £2.50 (5/5)
M&S fish fingers were immediately recognised as a premium product. They excelled in flavour, being considerably stronger and chewier, making the eater feel like they were consuming real protein. The batter was crispy yet thinner compared to options like Asda's, but still delightful. Emily stated she would purchase these again without hesitation, despite the £2.50 price tag being higher than Birds Eye itself. In her view, the extra cost is worth it for the superior taste and texture.
Sainsbury's - 80p (2/5)
Sainsbury's fish fingers were nearly half the thickness of M&S, feeling thin and inexpensive with a greater breadcrumb-to-fish proportion. The flavour was remarkably similar to Asda's offering, lacking much taste, but with an additional unsatisfactory texture. They did not melt in the mouth or provide a pleasant chew, resulting in a fairly mediocre dining experience. Emily suggested that grilling them might yield superior results, and at just 80p, it is worth experimenting.
Birds Eye - £2.10 (4/5)
Birds Eye fish fingers were scrumptious, noticeably thinner and paler in appearance but considerably chewier and more flavoursome than many own-brand options. The batter was crispier and less crumbly, resembling a traditional fish finger which Emily found appetising. The original style felt far more comforting and nostalgic to her. While M&S surpassed Birds Eye in her opinion, Birds Eye came close and for just 40p less, remains a reliable option that won't disappoint.
Tesco - £1.15 (4/5)
Tesco fish fingers offered a creamy fish taste rather than the more intense flavours found elsewhere, making them an excellent budget-friendly alternative. The flavour delivered a considerably more delicate fish taste that will appeal to those with subtler palates. The texture was melt-in-the-mouth with minimal chewiness. However, the results were somewhat soggier than several competitors, and the exterior lacked the crispiness Emily would have preferred. The fish fingers broke apart rather easily and stuck to the tray somewhat.
Conclusion
The taste test revealed that while Birds Eye remains a strong contender, M&S fish fingers are the clear winner for those willing to pay a premium. Budget options like Tesco and Asda offer good value but fall short on flavour and texture. Sainsbury's at 80p was the lowest scorer, proving that cheaper is not always better. For families seeking a satisfying fish finger experience, M&S is worth the splurge.
