Jamie Oliver launches own brand of ‘ethically’ sourced fish fingers

London: Jamie Oliver has launched his own brand of “ethical” fish fingers.

The 36-year-old English chef is taking on Birds Eye after research showed that half the population is not eating the recommended amount of fish.

Oliver has said that his move, part of 12 products created in partnership with Grimsby-based frozen fish specialist Young’s, aims at changing habits.

“The freezing process seals in all the goodness like vitamins and Omega 3,” the Daily Mail quoted him as saying.

A 300g pack of the chef’s ten fish fingers – made from Alaskan pollock rather than threatened species such as cod – will be sold for 1.99 pounds as compared to 2.48 pounds for the 336g pack of 12 pollock fish fingers from Birds Eye.