In our supermarket fish fingers taste test, we put the biggest UK brands to the test to find out

Fish fingers are strips of white fish coated in breadcrumbs or batter and usually sold frozen. They're designed to be quick to cook—typically baked, grilled, or air-fried—and are a staple in many households, especially in the UK.

Despite their simple reputation, fish fingers are made from real fish—not from fish leftovers as is sometimes claimed. Most fish fingers use mild white fish such as Alaska pollock, cod, haddock, or hoki.

The fish is cut into rectangular portions (or sometimes formed from smaller pieces), coated, and then flash-frozen.

Fish fingers we see today were developed in the 1950s as frozen food technology improved. The convenient format made it easier for families to eat more fish without preparing whole fillets.

The food item is versatile, common ways to eat them include in a sandwich, with chips and peas as a classic meal, wrapped in a tortilla, or chopped into tacos.

In 2025, Aldi revealed they had sold more than 225,000 packs of fish fingers each week.

Yet many shoppers automatically reach for Birdseye without realising there are far cheaper alternatives out there that are just as delicious.

Reporter Emilia Malia decided to put some of Britain's leading supermarket own-brand fish fingers against the likes of Bird's Eye to find out whether spending more really does get you a tastier, more flavoursome result.

All fish fingers were cooked for around 12-14 minutes at 200 degrees in the oven to keep things fair, though other methods such as frying are also an option.

Sainsbury's - 80p

Even picking up a Sainsbury's fish finger, you can tell it's almost half the thickness compared to the likes of the M&S option. It feels thin and cheap, with a higher breadcrumb-to-fish ratio.

Taste-wise, it felt very similar to the Asda option, lacking much flavour, but in this case there's also not a pleasant texture. It "doesn't melt in your mouth or have a satisfying chew to it either; it's a pretty bang-average eating experience".

"Perhaps grilling them could deliver better results for those willing to give it a go, and at just 80p it could be worth a shot".

2/5

Tesco - £1.15

At a far more reasonable price point, these fish fingers make for a brilliant budget-friendly alternative, boasting a creamy fish flavour rather than anything too bold or overpowering.

In terms of taste, they certainly delivered, offering a far more delicate fish flavour that's ideal for those who prefer something subtler, complemented by a melt-in-your-mouth texture with minimal chew.

That said, the results were "somewhat mushier than others in the lineup, and the exterior lacked crispiness, with the fish fingers falling apart rather easily and sticking to the tray a little".

4/5

Asda - £1.12

The classic orange breadcrumb coating came out "crispy and crumbly", just as you'd hope, but the overall flavour was "rather underwhelming".

So light that you could easily polish off a plateful, but you'd likely find yourself still feeling peckish afterwards — not ideal after dinner.

On the flavour front, the fish taste simply "didn't pack enough of a punch". The texture, however, was pleasantly soft and melt-in-the-mouth once you got through the crispy coating.

3/5

Bird's Eye - £2.10

These were delicious, and while being visibly thinner and lighter in colour, they were far "chewier and tastier". They're a well-known brand for a reason, and their fish speciality really shines through.

Although their batter was crispier and less crumbly, like a traditional fish finger, the original style feels far more cosy and nostalgic for Emilia. These fish fingers come remarkably close in the taste test — and at just 40p less, this is a reliable choice "that won't disappoint".

4/5

M&S - £2.50

Straight away, Emilia knew this would be a "top-tier fish finger" because it delivered on "taste, much stronger and far chewier, so you genuinely feel like you're eating some protein".

The batter was crispy but thinner compared to the likes of the Asda option, though "still delicious".

Emilia would buy these again in a heartbeat, although £2.50 is pricier than Birdseye itself, making this "more of a luxury choice". However, Emilia reckons it's worth it.

5/5