Birds Eye teams up with Sam Wood to bring fun and healthy seafood to mealtimes.

January 18 2022

Birds Eye teams up with Sam Wood to bring fun and healthy seafood to mealtimes.

Birds Eye is making it easier for Aussies to introduce more seafood into their meals with the Birds Eye Ocean Selections range, and they have also hooked health and fitness expert Sam Wood.


In a first for Birds Eye, the centrepiece of the new campaign is an innovative augmented reality fishing game that consumers can engage with by simply scanning the QR code on the Birds Eye Ocean Selections range pack.


"The new AR game is a great way to get the whole family involved in the kitchen. I'm stoked to be partnering with Birds Eye to share how easy it is to get healthy seafood into everyday meals – and the game is an absolute cracker!" says Sam.


Not only do people get to 'catch' the fish of the day, but they will also hear directly from Sam Wood and gain access to exclusive content and simple and delicious seafood recipes. In addition, players can enter to win one of 100, three-month 28 by Sam Wood memberships.


The new range includes a variety of raw seafood, including Prawns, Barramundi, and Tuna,  some of which are pre-marinated with dry rubs and glazes, bringing a healthier option to the frozen seafood category.


Launched in November 2021, the Birds Eye Ocean Selections range makes cooking fuss-free and is perfect for consumers who want to include more seafood in their diet.


The Birds Eye Ocean Selections range is available at Woolworths stores nationally.


Information about the range, cooking instructions, and recipes are available on


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About Simplot Australia:

Simplot Australia is a food manufacturing and agriculture business encompassing potato, vegetable, seafood, and sauce operations that supply chilled, frozen, and shelf-stable products to Australia's major retail and foodservice markets. It is home to Australia's favourite food brands, including Birds Eye, Edgell, John West, Leggo's, and Chiko. We have six Australian manufacturing sites and employ more than 2,000 Australians.

For more information about Simplot Australia, visit: and to learn more about Birds Eye, visit:


About 28 by Sam Wood:  

28 by Sam Wood was launched in 2016 by Sam Wood, one of the country’s leading health and fitness experts. Sam and his team of experts designed a complete fitness, nutrition and mindset program to help people get fit at home and stay healthy and happy, inside and out. These are powerful indicators of relationship satisfaction. As of today, 28 by Sam Wood has helped more than 500,000 people around the world get healthier and fitter.


© 2022 Simplot Australia Pty. Ltd.

Simplot Australia acknowledges the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

We also acknowledge and pay our respects to the Māori of Aotearoa, New Zealand.