Sunday, 13 September 2009

Microwaveable fish fingers! A giant step for caffkind...

Actually, the fish finger sandwich above looks a bit problematic when it comes to tucking in. That toasted bread looks hard, those beans look as if they'll fall all over your lap and I bet you'll need a knife and fork. You don't need to toast the bread and surely baked beans are a bridge too far.

We've managed to get a man on the moon, there are various cures for major diseases, we can travel at twice the speed of sound but guess what? When it comes to fish fingers, the food manufacturing industry has only just announced, ie this week, that it can now make microwaveable fish fingers that won't go soggy.

Up until this week, the culinary wisdom on fish fingers was that they could only be baked or fried. But now, thanks to Young's, there are Micro Fish Fingers. What does this mean for fish fingers? Well, according to Young's marketing controller, Charlotte Broughton, it means they can compete in the quick snack market.

Now this is GOOD news? Why? Well, a few years ago I spent the day on the road with a Unilever rep in the UK and he introduced me to the wonders of a fish finger and Hellmann's Mayonnaise sandwich. It's simple: three fish fingers laid on a slice of bread, the mayonnaise liberally applied on top, followed by another slice of bread and hey presto!

Once the microwaveable fish fingers are launched, look out for a fish finger and Hellmann's mayonnaise sandwich on caff menus.

Captain Birdseye is a bit cheesed off that he didn't get in on the act, but hey ho, you can't win 'em all.

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