M&S fish fingers came out on top in a supermarket own-brand taste test, scoring a perfect 5/5 and beating Birds Eye. The test, carried out by the Daily Record, compared own-brand fish fingers from Asda, M&S, Sainsbury's and Tesco against the classic Birds Eye variety.
How the test was carried out
All fish fingers were cooked in the oven for around 12-14 minutes at 200 degrees to ensure a level playing field, though alternative cooking methods like frying were noted as possible options.
The aim was to determine whether cheaper own-brand options can compete with big-name brands, or whether spending extra delivers superior quality and better-tasting fish.
M&S takes the top spot
M&S fish fingers, priced at £2.50, were instantly recognised as superior, excelling in flavour with a noticeably stronger and chewier texture. The batter was crispy yet thinner than alternatives such as Asda's, though still thoroughly enjoyable.
The writer said she would buy them again in a heartbeat, noting that while £2.50 is more expensive than Birds Eye itself, positioning it as a premium option, it is worth the additional expense in her opinion.
Birds Eye and Tesco score well
Birds Eye fish fingers, priced at £2.10, were described as delicious, noticeably thinner and paler in colour, but considerably chewier and bursting with more flavour. The coating proved crispier and less prone to crumbling, with the original variety feeling far more comforting and nostalgic.
Tesco fish fingers, at a more wallet-friendly price point, made for a brilliant budget option, offering a creamy fish flavour rather than a robust one. They delivered a noticeably milder fish taste with a melt-in-your-mouth texture and very little chewiness, though the result was somewhat soggier than several rivals, with the exterior lacking crunch and the fish fingers breaking apart easily and sticking to the baking tray.
Asda and Sainsbury's fall short
Asda fish fingers had pleasingly crispy and crumbly classic orange-coloured breadcrumbs, but the overall flavour was rather subdued. They were surprisingly moreish thanks to their lightness, yet the fish flavour was notably delicate and not robust enough. The texture offered a satisfying melt-in-your-mouth quality once through the crispy coating, earning a rating of 3/5.
Sainsbury's fish fingers, at just 80p, were almost half the thickness of alternatives like M&S, feeling flimsy and cheap with a higher breadcrumb-to-fish ratio. Taste-wise, they appeared strikingly similar to Asda's product, lacking much flavour, with a disappointing texture that neither melts in the mouth nor offers a satisfying chew. The writer suggested grilling might produce better results and reckoned it was worth a try at that price, giving it a rating of 2/5.
