Marks & Spencer fish fingers scored a perfect 5/5 in a blind taste test, outperforming well-known brand Birds Eye which scored 4/5, according to lifestyle writer Emily Malia. The test compared five supermarket own-brand fish fingers against the classic Birds Eye option.
How the Taste Test Was Conducted
All fish fingers were cooked for 12-14 minutes at 200 degrees Celsius in the oven to ensure a fair comparison. The products tested were Asda (£1.12), M&S (£2.50), Sainsbury's (80p), Birds Eye (£2.10) and Tesco (£1.15). Each was evaluated on flavour, texture and overall eating experience.
M&S Takes the Top Spot
M&S fish fingers were described as having a stronger, chewier texture that made the eater feel they were consuming real protein. The batter was crispy but thinner than Asda's, and the taste delivered a satisfying fish flavour. Despite being the most expensive at £2.50, the reviewer said they would buy them again in a heartbeat, calling them a luxury option worth the price.
Birds Eye Comes Close
Birds Eye fish fingers, priced at £2.10, were praised for being delicious with a chewier and tastier profile. They were visibly thinner and lighter in colour than some competitors, with a crispier, less crumbly batter described as more traditional and nostalgic. The reviewer noted they came close to M&S but fell just short.
Tesco Offers Good Value
Tesco's fish fingers at £1.15 were deemed a great cheaper alternative. They featured creamy fish with a more subtle flavour, paired with a melt-in-your-mouth texture and less chew. However, the results were mushier than others and less crispy on the outside, with the fish fingers falling apart and sticking to the tray. They still scored 4/5.
Asda Delivers Simple Taste
Asda's fish fingers at £1.12 had crispy, crumbly orange-coloured breadcrumbs but a very simple taste. The fish flavour was not strong enough for the reviewer, though the texture was melt-in-your-mouth once past the crispy batter. The lightness meant the eater could consume endless amounts without feeling full, earning a 3/5 rating.
Sainsbury's Disappoints
Sainsbury's fish fingers at just 80p were criticised for being nearly half the thickness of M&S, with a higher breadcrumb-to-fish ratio. The taste was similar to Asda's but lacked both a melt-in-your-mouth texture and a good chew, described as a bang-average eating experience. The reviewer suggested grilling might improve results but gave them 2/5.
Conclusion: Brand vs Budget
According to Malia, the test proved that cheaper options do not always compromise on quality. While M&S emerged as the winner, Birds Eye remained a trusted choice for 40p less, and Tesco offered solid value. Sainsbury's and Asda, despite their low prices, failed to deliver the same satisfaction. The reviewer concluded that M&S fish fingers provided the best balance of flavour and texture, making them worth the extra cost.
