Henry Davies

Henry Davies

Industrial Design and Technology BA

Fish Finger Packaging

Improving functional packaging for Birds Eye Fish Fingers

The current Birdseye Fish Finger packaging has been a carton box for some time now, and has become stale in a progressively innovative market of packaging, they feel it's time to modernise their brand and resolve issues with their packaging that have been affecting British homes for decades. In collaboration with Birds Eye, I have developed a new packaging format that collapses in size as the quantity of fishfingers reduces, allowing consumers to better utilise the space within their freezer. Part of the brief was to bring the product to the forefront of the consumer's mind, because it is lost behind the freezer door. I also developed a promotional product called a fish finger thermometer, which you would cook with your fish fingers, where it would change colour indicating cooking progression, resulting in perfectly cooked food every time. Birds Eye and I are now discussing future market prospects for the products.