By Jennifer Faull

Captain Birdseye, the long serving face of Birds Eye, has taken a back seat in its £16m revamp of the fish fingers brand.

The Captain has been at the forefront of the brand’s marketing activity for the past 47 years, but is being replaced with a TV family in an effort to appeal to a younger generation.

He will not be completely axed, with a spokesman telling ITV news that: “The new campaign is a new era for the captain and he will have a new role and that will become apparent later in the year.”

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Source: The Drum