Emily Malia tested fish fingers from five leading UK supermarkets to determine whether budget-friendly own-brand options could rival the classic Birds Eye. All fish fingers were oven-cooked at 200°C for 12-14 minutes for a fair comparison.
Asda Fish Fingers - £1.12 (3/5)
The orange-coloured breadcrumbs were crispy and crumbly, but the overall flavour was understated. The fish flavour lacked intensity, though the texture was tender once the coating was broken. Emily found them easy to eat in large quantities but not satisfying enough for a meal.
M&S Fish Fingers - £2.50 (5/5)
From the first bite, the premium quality was evident, delivering a strong, chewy taste that felt like real protein. The batter was crispy but thinner than Asda's. Despite being pricier than Birds Eye at £2.50, Emily considered them worth every penny and would buy them again.
Sainsbury's Fish Fingers - 80p (2/5)
These were nearly half the thickness of M&S, with a high breadcrumb-to-fish ratio. The flavour resembled Asda's but with a poorer texture that was neither melt-in-the-mouth nor chewy. Emily suggested grilling might improve them, but overall they were run-of-the-mill.
Birds Eye Fish Fingers - £2.10 (4/5)
Thinner and lighter in colour than M&S, but chewier and more flavoursome. The batter was crispier and less crumbly, offering a comforting, nostalgic taste. Emily noted M&S still surpasses them, but Birds Eye is a dependable choice for 40p less.
Tesco Fish Fingers - £1.15 (4/5)
These offered a more affordable option with creamy, delicate fish flavour and a melt-in-the-mouth quality. However, they were mushier and less crispy than alternatives, breaking apart easily and sticking to the tray.
According to Emily's test, M&S took the top spot with a perfect score, while Sainsbury's lagged behind at the bottom. Birds Eye and Tesco tied at 4/5, with Asda scoring 3/5. The results suggest that shoppers can find quality alternatives to the classic brand, with M&S proving that paying a premium can deliver superior taste.
