About the product
Birds Eye Steam Fish fillets are skinless, de-boned, marinated fillets of fish packed raw and ready to cook in individual microwave steamer bags.
A world-first product, it’s a unique combination of fresh fish processing and new steam packaging technology.
Simplot worked closely with packaging company Amcor to develop the innovative, four-vented steamer bags.
The bags’ multi-layered material has vents, which allow the steam to escape at a prescribed pressure point.
The steam gently cooks the fish without spilling any of the marinade, creating perfect fish in the microwave in five minutes, every time.
The fish used is not highly processed or minced, so it retains its true texture.
Birds Eye Steam Fish is available in a sophisticated, flavourful range including garlic and spring onion; coriander and mild chilli; Thai coconut curry; and lemon and parsley.
Ingredients
The fish used is whole pieces of premium fillet, not minced or highly processed fish.
Select fish fillet pieces are placed into an individual plastic mould to create a weight and shape controlled fish portion delivering natural fish fillet appearance and texture. This is a cost effective use of fillet pieces to deliver premium fish fillet characteristics.
The marinade is designed allowing some penetration into the fish fillet while providing additional liquid in the finished cooked product.
Processing
Birds Eye Steam Fish are fresh fish fillets pieces that are cut to size and placed in a tray.
The pliable fish piece moulds to the fish fillet shape of the tray.
Each tray has a precise amount of marinade dispensed onto the top surface of the fresh fish which absorbs some of the marinade.
Excess marinade forms a layer on top surface of the product.
The fillet and marinade is then frozen together and sealed in a steamer bag. This unique process optimizes the fresh fish and marinade characteristics using a single quick freezing operation of the complete value added product. This process makes Birds Eye Steam Fish a superior product when it is ultimately cooked by the consumer in the microwave.
Fish texture, flavour and consistency is better than other processes which use frozen fish fillets or blocks which involve the additional step of cutting and shaping before an additional freezing step.
Safety
The product is produced by a vertically integrated manufacturer with control over the fish trawling, wet fish processing and value adding operations.
The product is value added at the same sit as the wet fish processing operations by the one supplier. This allows an integrated approach to the food safety requirements.
Quality audits of premises and food safety systems are regulated at the supplier.
Microbiological testing as verification of QA and HACCP plans ensure that the new products meet the highest food safety standards and Simplot quality standards.
Accelerated shelf life trials and full shelf life trials were used to monitor product performance. Packaging was developed with food safety as a key parameter of performance.
The unique vent valve material allows for controlled pressure steaming of the fish fillet.
As the pressure is increased during microwaving in the bag, the steam is trapped and the internal humidity and temperature increase - above 100°C - this in turn provides a superior environment for destruction of the bacteria present on the surface of all raw protein products.
Significant lab trials and domestic kitchen testing was completed to ensure that consumers could replicate the steaming process in their own homes.
Packaging
Simplot worked closely with packaging company Amcor to develop the world-first, innovative, four-vented steamer bags.
The bags’ multi-layered material has vents that allow the steam to escape at a prescribed pressure point the selection of the valve type and number allow us to provide the perfect balance between steam pressure and direct microwave cooking. This allows the product to be pressure cooked whilst being bathed in steam ensuring the fish stays moist.
The steam gently cooks the fish without spilling any of the marinade, creating perfect fish in the microwave in five minutes, every time with no fuss and no mess.
No other Australian Company has this technology.
Export
The launch is a Joint Venture initiative between Simplot Australia and I&J South Africa.
The product will also be launched in a similar format on the South African market.
The technology creates a number of opportunities within frozen fish internationally as well as application in other categories.
Marketing
The product is being supported by television advertising and product demonstrations.
The advertisement uses talent John Waters to drive product awareness and trial by communicating the simplicity of the product in a 15 second execution.
In-store product demonstrations are being used to highlight ease of cooking and the premium quality of fish and flavour.