Supermarket own-brand fish fingers beat Birds Eye in taste test

Fish fingers are a staple in many households, but is it worth paying more for a premium brand? Our taste test compared Asda, Sainsbury’s, Tesco and M&S own-brand fish fingers against Birds Eye to find the best value options that don’t compromise on taste

Brits are renowned for their love of fish and chips, and equally beloved is making a quicker, easier homemade alternative using fish fingers.

Whether it’s a fish finger sandwich or a speedy teatime meal for the kids accompanied by chips and peas, it remains a household favourite.

Straightforward and fuss-free, fish fingers are a dependable dish that families consistently rely upon. Many shoppers automatically reach for Birdseye, unaware that considerably cheaper and equally delicious alternatives to their beloved staple are readily available.

So, why not explore whether a more budget-friendly option might tempt you away from the household names?

Emily Malia put several of Britain’s leading supermarket own-brand fish fingers to the test. She wanted to determine whether they can rival the likes of Bird’s Eye, or if spending more genuinely delivers superior quality and tastier fish.

All fish fingers were prepared for roughly 12-14 minutes at 200 degrees in the oven to guarantee fair comparison, though you can try alternative cooking methods such as frying.

The classic orange-coloured breadcrumbs were pleasingly crispy and crumbly, though the overall flavour was rather subdued.

Indeed, they proved unexpectedly moreish owing to their lightness, yet you’d hope to feel adequately satisfied after your evening meal rather than left wanting more. Regarding flavour, the fish taste was distinctly subtle – simply not robust enough.

The texture, nevertheless, offered a wonderful melt-in-your-mouth experience once you pierced the crispy exterior.

3/5.

M&S – £2.50

Emily instantly identified this as a premium fish finger because it shone in flavour, substantially richer and chewier, so you truly feel like you’re eating some protein.

The batter was crisp yet thinner in comparison to alternatives such as Asda’s, though still excellent.

She would buy these again without question, although £2.50 is more expensive than Birdseye itself, making this more of a premium selection. In our writer’s opinion, it’s worth the additional expense.

5/5.

Just by holding a Sainsbury’s fish finger, you can tell it’s almost half the thickness in comparison to alternatives like M&S. It feels slim and cheap, with a higher breadcrumb-to-fish ratio.

Taste-wise, it appeared strikingly similar to Asda’s product, lacking much flavour, but in this case there’s also an unsatisfying texture. It doesn’t melt in your mouth or offer a satisfying chew either; it’s a rather underwhelming eating experience.

Perhaps grilling them could produce better results for those willing to try and at only 80p, Emily reckons it’s worth a go.

2/5.

Bird’s Eye – £2.10

These were delicious, and while noticeably thinner and lighter in colour, they were considerably chewier and brimming with more flavour. They are a highly regarded brand for good reason, and their fish knowledge shows.

While their coating proved crispier and less crumbly, more reminiscent of a traditional fish finger — something Emily personally finds attractive — their original variety feels considerably more comforting and nostalgic to her.

Emily continues to insist that M&S surpasses these fish fingers, though they undoubtedly come close, and at merely 40p less expensive, this remains a reliable option that won’t disappoint.

4/5.

At a far more affordable price point, these fish fingers constitute an excellent budget-friendly selection, delivering a creamy fish flavour rather than the bolder tastes found elsewhere.

In terms of flavour, they certainly held their own, providing a markedly gentler fish taste that will appeal to those favouring milder alternatives, accompanied by a melt-in-your-mouth texture with minimal chewiness.

Nevertheless, the result proved somewhat soggier than several competitors, and the exterior lacked the crunch Emily would have preferred, with the fish fingers breaking apart quite easily and sticking to the baking tray to a degree.

4/5.