M&S own-brand fish fingers came out on top in a taste test, scoring 5/5 and beating Bird's Eye, which scored 4/5. The review, carried out by Emily Malia for Wales Online, compared several supermarket own-brand fish fingers against the popular Bird's Eye brand to see if cheaper alternatives could match the big-name product.
How the fish fingers were tested
All fish fingers were cooked for around 12-14 minutes at 200C in the oven to ensure a fair comparison, although other cooking methods like frying were noted as an option. The brands tested were Asda, M&S, Sainsbury's, Bird's Eye and Tesco.
Asda's fish fingers, priced at £1.12, were described as having crispy and crumbly breadcrumbs, but with a mild taste. The fish flavour was notably subtle, though the texture offered a melt-in-your-mouth experience once the crispy exterior was broken through. They scored 3/5.
The winners and the budget options
M&S fish fingers, at £2.50, were proclaimed the best of the lot at first bite. They excelled in flavour, being significantly richer and chewier, with a crisp yet thinner batter compared to Asda's. Despite being pricier than Bird's Eye, Emily said they were worth the extra cost and she wouldn't hesitate to buy them again. They scored 5/5.
Sainsbury's fish fingers, at 80p, were nearly half the thickness of alternatives like M&S, feeling thin and cheap with a higher breadcrumb-to-fish ratio. Taste-wise, they were strikingly similar to Asda's, lacking much flavour, and the texture was disappointing. Emily reckoned grilling them might produce better results, and at just 80p, it was worth a shot. They scored 2/5.
Bird's Eye fish fingers, at £2.10, were delicious, noticeably thinner and lighter in colour, but substantially chewier and packed with more flavour. Emily found them comforting and nostalgic, with a coating that was crispier and less crumbly, more akin to a traditional fish finger. Despite coming close, M&S beat them, but at 40p less than M&S, they remained a solid choice. They scored 4/5.
Tesco fish fingers, at £1.15, were an excellent budget-friendly choice, offering a more subtle flavour. They held their own in taste, with a melt-in-your-mouth texture and minimal chewiness, but the result was somewhat soggier than several others, with the exterior lacking crunch and the fish fingers breaking apart easily and sticking to the baking tray. They scored 4/5.
