Birds Eye has scuppered its frozen fish sub-brand Inspirations.
The range of premium Recipe, Lightly Dusted and Battered Fish will instead sail into the future under the Captain Birds Eye banner.
The Inspirations brand lives on within Birds Eye Chicken, however.
Birds Eye thought long and hard before pulling the plug. Its UK General Marketing Manager for Fish Rebecca Nascimento said: “We’ve invested heavily in research to ensure this is the right move for the brand and our customers.”
The Captain’s range is set to benefit from a £7m marketing investment in the overall Birds Eye brand.