Yuko Tsuda

Yuko Tsuda

Industrial Design and Technology BA

Fish Finger Packaging

Improving functional packaging for Birds Eye Fish Fingers

The project aims to improve the functional packaging of fish fingers to increase value and quality perception. The new format will create a differing viewpoint of what is known to be a very traditional product. Problems with the current packaging involve spilling breadcrumbs in the freezer, lack of reclose which reduces the retention of freshness, as well as letting loose the fish fingers in the freezer, and a soggy carton pack. Besides addressing these annoyances, the new concept also takes into consideration the need to reduce the size of packaging as the contents decrease. Insights from users also showed problems that were involved with the cooking of fish fingers too, such as the soggy nature of the end result, so it was thought that integrating a solution for the issues of the cooking process too within the packaging would improve the overall consumer experience.